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Green Consumers in China

  • Publication Date:August 2010
  • Publisher:Datamonitor
  • Product Type: Brief
  • Pages:38

Green Consumers in China

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

Highlights

  • 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
    • Catalyst
    • Key findings
  • Analysis
    • Attitudes and beliefs
    • Motivations and priorities
    • Comparative industry responsibility
    • Analysis of behavior related to particular industries
    • Domestic energy use
    • Lifestyle and shopping behaviors
    • Travel and transport behaviors
    • Scores benchmarking
    • 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
    • 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
    • Green behavior trends
    • Domestic energy use
    • Lifestyle and shopping behaviors
    • Travel and transport behaviors
  • Appendix
    • Methodology
    • Ask the analyst
    • Datamonitor consulting
    • Disclaimer
  • List of Figures
    • Figure 1: Introduction
    • Figure 2: Attitudes and beliefs
    • Figure 3: Key environmental issues
    • Figure 4: Reasons for making green choices
    • Figure 5: Drivers of green adoption
    • Figure 6: Sector-based ranking: potential to impact the environment
    • Figure 7: Adoption of green practices: energy
    • Figure 8: Adoption of green energy tariffs
    • Figure 9: Overall distribution of consumers by green score: energy
    • Figure 10: Green behavior by consumer segment: energy
    • Figure 11: Adoption of green practices: lifestyles and shopping
    • Figure 12: Overall distribution of consumers by green score: lifestyles and shopping
    • Figure 13: Green behavior by consumer segment: lifestyles and shopping
    • Figure 14: Adoption of green practices: travel and transport
    • Figure 15: Influence of environment friendliness and carbon footprint when buying a new car
    • Figure 16: Overall distribution of consumers by green score: travel and transport
    • Figure 17: Green behavior by consumer segment: travel and transport
    • Figure 18: Country benchmarking: energy
    • Figure 19: Country benchmarking: shopping and lifestyle
    • Figure 20: Country benchmarking: travel and transport
    • Figure 21: Consumers' behavioral trends compared to 2010: energy
    • Figure 22: Consumers' behavioral trends: willingness to pay more for electricity at home if provided in an ethical and environmentally friendly way
    • Figure 23: Behavioral trends by consumer segment: energy
    • Figure 24: Consumers' behavioral trends compared to 2010: lifestyles and shopping
    • Figure 25: Behavioral trends by consumer segments: lifestyles and shopping
    • Figure 26: Consumers' behavioral trends compared to 2010: travel and transport
    • Figure 27: Behavioral trends by consumer segment: travel and transport
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