2022
0
China Attitudes towards Sustainability Market Report 2022
2022-04-20T04:02:48+01:00
OX1100677
3695
150572
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Report
en_GB
“Consumers’ awareness of sustainability has been improved rapidly in the past two years, and they are also actively practicing sustainability in daily lives. Although consumers’ eco-friendly doings are limited to…

China Attitudes towards Sustainability Market Report 2022

£ 3,695 (Excl.Tax)

Description

“Consumers’ awareness of sustainability has been improved rapidly in the past two years, and they are also actively practicing sustainability in daily lives. Although consumers’ eco-friendly doings are limited to “easy” behaviours which have minimal impact to their lifestyles, we believe that caring for own health as well as preserving the environment for future generations will continue to motivate consumers to pursue sustainable livings. Brands should seize the opportunity to take the responsibility of educating and helping consumers to keep being participating in sustainable causes and build not only a solid image but also strong connection with consumers.”
– Jocelyn Dong, Research Analyst

Key issues covered in this Report

  • Consumers’ most concerned environmental and social issues
  • Sustainable behaviours and frequency
  • Consumers’ motivations and barriers to practicing sustainability
  • Trustworthy influencers in promoting sustainability
  • Credible actions brands of different industries can do to build sustainable brand image

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Covered in this Report
  2. Executive Summary

    • The market
    • Government actively promotes sustainable development
    • Consumers’ awareness of sustainability is increasing
    • Businesses invest more in being sustainable
    • The consumer
    • Environment remains the most concerned issue
      • Figure 1: Consumers’ most concerned issues, 2021
    • ‘Easy’ sustainable actions more likely to engage consumers
      • Figure 2: Actions of sustainable living, 2021
    • Care for self and family motivates consumers the most
      • Figure 3: Motivation to live sustainably, 2021
    • Unclear impact of actions is the biggest challenge to practicing sustainability
      • Figure 4: Barriers to live sustainably, 2021
    • Government and academics are highly trusted when it comes to sustainability
      • Figure 5: Information channel to obtain sustainable knowledge, 2021
    • Sustainability conduct is essential to win consumers’ favour
      • Figure 6: Brands behaviours that could increase consumer favour, 2021
    • What we think
  3. Issues and Insights

    • Consumers need to be motivated by tangible impact of their sustainable doings
    • The facts
    • The implications
    • Local brands are deemed more trustworthy in sustainability
    • The facts
    • The implications
    • Taking a stance on social issues helps brands connect to young generations
    • The facts
    • The implications
      • Figure 7: Tmall’s cardboard box used for cat nest and Proya’s campaign on Women’s day
  4. Market Factors

    • Chinese government actively promotes sustainable development
    • Consumers’ awareness of sustainability is increasing
    • Businesses invest more in being sustainable
  5. Marketing Highlight

    • Eco-friendly material becomes trendy in fashion
      • Figure 8: Bellroy Classic Pouch
      • Figure 9: Allbirds sneakers
    • Brands build accessible recycling programs to facilitate consumers’ participation
      • Figure 10: Saturnbird recycling used coffee containers
      • Figure 11: Recycled bottles to make desks and chairs for donation by Daisy Sky
    • Businesses take the lead on sustainable education for consumers
      • Figure 12: Minimal use numbers on the packages of the eco-friendly products on Taobao platform
  6. Most Concerned Issues

    • Environment is of most concern; social issues lag behind
      • Figure 13: Consumers’ most concerned issues, 2021
  7. Actions of Sustainable Living

    • Substantial increase among Chinese consumers taking action on sustainability
      • Figure 14: sustainable behaviours, 2021 vs. 2019
    • ‘Easy’ sustainable actions more likely to engage consumers
      • Figure 15: Actions of sustainable living, 2021
    • Better facilities in tier one cities enables more donations and second-hand trade
      • Figure 16: Selected actions of sustainable living, by city tier, 2021
  8. Motivations to Live Sustainably

    • Care for self and family motivates consumers the most
      • Figure 17: Motivation to live sustainably, 2021
  9. Barriers to Sustainable Living

    • Unclear impact of actions is the biggest challenge to practicing sustainability
      • Figure 18: Barriers to live sustainably, 2021
    • Sustainability ‘practitioners’ show little distinction from others
      • Figure 19: Frequent sustainable behaviours, those who don’t have challenges to live sustainably vs total, 2021
  10. Sustainability Influencer

    • Government and academic institutions highly trusted regarding sustainability
      • Figure 20: Information channel to obtain information about sustainability, 2021
  11. Sustainable Behaviours for Brands to Gain Favour

    • Transparency is essential for food, drink and beauty brands
      • Figure 21: Brands behaviours that could increase consumers’ favour, food, drink and beauty brands
    • Pollution in production is most concerned issue for fashion brands
      • Figure 22: Brands behaviours that could increase consumers’ favour, fashion brands, 2021
    • Reducing waste most expected for technology brands
      • Figure 23: Brands behaviours that could increase consumers’ favour, technology brands, 2021
  12. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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