2019 China Sustainability Report
Specific consumer segments in the population exhibit various shades of green that are led by the “greenest” segment, the LOHAS consumer, who is integral in driving sustainability to the mainstream.
An overwhelming majority of Chinese consumers report feeling more responsible for protecting the environment today than they have in the past.
Chinese consumers are in search of information on how they can protect the environment.
Demand for product transparency is on the rise; keeping as many company practices aligned with sustainability across the product/ service life cycle.
A level of skepticism persists regarding the benefits of “green” products over conventional ones.
A level of peer pressure also exists among a portion of Chinese consumers, which may have positive consequences if it serves to engage others to act environmentally.
Globalization will drive the need for more alignment of fair labor practices, ecosystem protection, sustainable farming, energy resourcefulness and many other practices which are creating concern among consumers.
Technology and services to help consumers monitor energy consumption, manage food waste, among others, will continue to innovate, putting more control into consumers’ hands.
Sustainability Consumer Segmentation
Consumer segments in the general population exhibit various shades of ‘green’ based on their levels of environmental and sustainable engagement. While some consumers have ‘deep green’ consciousness, there are varying levels among consumers within the population of China.
The consumer segment within the population which is considered the ‘greenest’ segment is the LOHAS (Lifestyles Of Health And Sustainability) consumer who is integral in helping to drive sustainability into the mainstream. Other segments within the population also hold ‘green’ attitudes and participate in ‘green’ behaviors which are differentiated by their motivations.
A consumer’s level of involvement in the sustainability ‘space’ helps determine the segment into which they fall
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