ReportsandReports - Green Consumers in China
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Establishing real levels of consumer concern regarding environmental issues is needed to provide a base for advancing product development and marketing plans for environmentally friendly products and services. This Green Consumer Series provides that sound base to identify opportunities and drive clients’ business decisions. This report looks at how environmentally conscious Chinese consumers are, and how these attitudes translate into purchasing decisions and lifestyle behaviors.
Scope
- An examination of how environmentally conscious Chinese consumers are, and how this translates into green behaviours
- An examination of how environmentally conscious Chinese consumers are, and how this translates into green behaviours
- A snapshot of China's energy, retail and automotive sectors, and analysis on the presence of green consumerism in these markets
- Insight into which demographic groups are most responsive to environmental concerns in each sector
Chinese consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their lifestyles
The vast majority of Chinese consumers undertaking green behaviors are doing so primarily in order to benefit the environment, as opposed to receiving the monetary savings often associated with such behavioral change
Females and urban dwellers display the most sustainable behavior, and are therefore likely to be more receptive to green marketing campaigns
Reasons to Purchase
- Understand the factors that are driving the growth of green consumerism in China
- Project which sectors present the best opportunities for green products and services
- Develop targeted marketing strategies based on those demographic groups that are most receptive to environmental concerns
DATAMONITOR VIEW 1
Catalyst 1
Key findings 1
ANALYSIS 3
Attitudes and beliefs 3
Motivations and priorities 6
Comparative industry responsibility 8
Analysis of behavior related to particular industries 10
Domestic energy use 10
Lifestyle and shopping behaviors 16
Travel and transport behaviors 20
Scores benchmarking 25
Using the same method as in Figure 18, this chart identifies Chinese consumers' level of 'greenness as high compared to their counterparts in other Asia Pacific countries. In relation to shopping and lifestyle behaviors China out performs all other nations considerably. The Chinese mode score, in relation to shopping and lifestyle behaviors, is lower than the same score in relation to energy behaviors. This indicates that a larger proportion of Chinese consumers surveyed achieved a high score in relation to shopping and lifestyle behaviors. Australia and Japan score significantly lower than both the mode and mean of other countries in the region, indicating a much lower level of receptiveness to adopting green behaviors such as buying groceries online, recycling and repairing household products instead of buying new products. 26
As in the previous Figures, Chinese consumers achieve the highest green score in the Asia Pacific region, in this case in relation to travel and transport behaviors. The Chinese mode score of 7.5 for travel and transport behaviors is the highest of the three types of score represented here. According to our results, the Chinese consumer market is therefore most active in making green choices in relation to travel and transport behaviors. There are significant business opportunities in enabling Chinese consumers to further adopt environmentally friendly behaviors in the future. 27
Green behavior trends 28
Domestic energy use 28
Lifestyle and shopping behaviors 32
Travel and transport behaviors 34
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