ABSTRACT

This chapter examines, on a broader scale, Singaporeans' value orientations with regard to family values, conservatism, the entrepreneurial spirit, and volunteerism, concern about the environment, status consciousness and e-orientation. It explores the value orientations and clustering of Singaporeans in 2011 with comparisons to findings from the 2001 survey. The chapter highlights some similarities or differences among demographic groups. Demographically, female Singaporeans were more environmentally conscious than male Singaporeans in 2011, although no difference was found in the 2001 survey. Principal component factor analysis was conducted to derive the respective underlying dimensions of Singaporeans' value orientations. In a survey commissioned by the National Family Council in 2010, it was found that Singaporeans held on to family values, and filial piety was one such enduring value. The increase in eco-consciousness of Singaporeans is encouraging for policy makers in their environmental conservation efforts, and has implications for marketers in terms of product design and marketing communications.