DaxueConsulting：2022年中国可持续消费报告_57页_27mb

Green Guilt Report Summary

Core Content

This report, Green Guilt Report, explores the attitudes, beliefs, and behaviors of Chinese consumers regarding sustainable consumption, with a focus on the beauty, food and beverage (F&B), and fashion industries. It highlights the role of consumers in shaping the market for sustainable products and the influence of government policies, social media, and education on these trends.

Main Findings

1. General Consumer Attitude Towards Sustainability

• Willingness and openness: Chinese consumers generally show a positive attitude towards sustainability, though not all are willing to actively engage in green purchasing.
• Direct benefits: Sustainable products are more likely to be adopted if they offer direct benefits to the consumer, such as health and safety.
• Mass market potential: There is potential for sustainable products in the mass market, as there are fewer climate change deniers and more environmentally conscious individuals than environmental activists.

2. Key Sustainable Actions

• Waste sorting: Chinese consumers consider waste sorting to be the most eco-friendly action, likely due to its high promotion by the government.
• Misconceptions about the 3Rs hierarchy: While Chinese consumers prioritize waste sorting over reducing consumption and buying eco-friendly products, the latter have a greater environmental impact.
• Reducing meat consumption: This is not widely recognized as a sustainable action, with 28% of respondents believing it is irrelevant to sustainability.

3. Demographics and Consumer Behavior

• Millennials and Gen Z: These age groups are the most likely to change their purchase decisions based on environmental concerns, with 54% of Millennials making such changes more than once a month.
• City and income level: Consumers from larger cities and higher income backgrounds have stronger environmental awareness and are more willing to pay extra for sustainable products.
• Education and awareness: Higher education levels correlate with better understanding of sustainability concepts.

4. Sustainable F&B Products

• Health consciousness: Chinese consumers increasingly associate sustainable food with health, influenced by the post-pandemic environment and government policies.
• Openness to plant-based meat: Despite not being vegetarians, many Chinese consumers are open to trying plant-based meat, especially younger and more health-conscious individuals.
• Fast-food chains as sustainable brands: KFC, McDonald's, and Starbucks are seen as sustainable by some Chinese consumers, though this may be due to their eco-friendly initiatives rather than the nature of their products.

5. Sustainable Beauty Products

• Clean beauty trend: There is a growing interest in clean beauty products, which are perceived as safe, healthy, and environmentally friendly.
• Willingness to pay extra: 10% of Gen Z and 6% of Millennials are willing to pay 50% extra for eco-friendly beauty products, while 27% of upper-class consumers are willing to pay double.
• Role of foreign brands: International brands like Kiehl's, La Roche-Posay, and Origins lead the clean beauty market, though domestic brands are also gaining traction with the use of traditional Chinese medicine (TCM).

6. Sustainable Fashion

• Young consumers lead the shift: 88% of Millennials and 89% of Gen Z are willing to pay extra for sustainable fashion products.
• High environmental impact: The fashion industry is a major contributor to global carbon emissions and water consumption, with China discarding 26 million tons of clothing annually.
• Stigma around second-hand clothes: There is a strong stigma against second-hand clothing due to concerns about hygiene and disease transmission, despite the environmental benefits of reusing items.
• Consumer behavior: While donating and repurposing old clothes are common, selling second-hand clothing is less popular, even though it is widely accessible.

Key Information

• Survey data: The survey involved 1,000 Chinese consumers, providing insights into their perceptions and behaviors.
• Government influence: Government propaganda plays a significant role in shaping consumer understanding of sustainability.
• Market opportunities: There is a growing opportunity for sustainable brands, especially in the clean beauty and plant-based meat sectors.
• Education and awareness: Education and exposure to social media are key drivers of sustainable consumer behavior.
• Misconceptions: There are misconceptions about what constitutes sustainable behavior, with waste sorting often being overvalued compared to consumption reduction.

Conclusion

The report emphasizes the importance of aligning sustainable practices with consumer benefits and addressing misconceptions. It also highlights the need for brands to educate consumers on what sustainability truly means, especially in the context of China's unique market and cultural perceptions. With the government's push for carbon neutrality, the role of consumers in driving sustainable change will become increasingly critical.