2023
0
China Attitudes towards Sustainability Market Report 2023
2023-04-22T04:05:35+01:00
OX1155793
3695
162735
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Report
en_GB
"Consumers have now reached a consensus to pay a premium for products that claim to be sustainable, but with higher requirements regarding what would constitute a truly sustainable product. Brands…

China Attitudes towards Sustainability Market Report 2023

£ 3,695 (Excl.Tax)

Description

Key Issues Covered in this Report

  • Sustainability from both product and brand communication perspectives
  • What sustainable product truly is and how much more consumers are willing to pay for those with such claims
  • The features of memorable sustainable slogans and impressive publicity approaches regarding sustainability
  • Consumers’ attitudes towards sustainable fashion products and their concerns on the second-hand and rental fashion market

Expert Insights from a Mintel Analyst

This report, written by Helen Ren, a leading research analyst, delivers in-depth commentary and analysis to highlight attitudes towards sustainability and add expert context to the numbers.

Consumers have now reached a consensus to pay a premium for products that claim to be sustainable but with higher requirements regarding what would constitute a truly sustainable product. Brands would need to provide more sustainable options throughout the entire product life cycle in order to convince consumers and justify premium pricing. Beyond products, providing consumers with actual experiences concerning sustainability, such as through brands’ offline eco-friendly shops or sustainable-themed activities, could achieve an even more effective communication with them about sustainability.”

Helen Ren
Research Analyst

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 deepens practice on sustainability
    • Sustainability summits guide the green development of industries
    • Chinese consumers actively participate in sustainability-themed events
    • Market highlights
    • Promote circular economy with paid subscription model
    • Maximising sustainable impact through partnerships
    • Engaging consumers in sustainable activities with tangible rewards
    • The consumer
    • Eco-friendly material is still the most important indicator
      • Figure 1: Important features of sustainable products, 2023
    • Paying more for sustainable products appears to become consensus
      • Figure 2: Consumers’ willingness to pay a premium for sustainable products, 2023
    • Straightforward and actionable sustainability slogans are more impressive
      • Figure 3: Taglines about sustainability that impress consumers, 2023
    • Considerable gaps exist to meet consumers’ expectations in publicising sustainability
      • Figure 4: Approaches for publicising sustainability, 2023
    • Buying new is universal while second-hand/renting shows some potential in certain fashion categories
      • Figure 5: Ways to obtain fashion items of different categories, 2023
    • Product issues top the list, followed by services, when buying second-hand/renting fashion items
      • Figure 6: Concerns about buying second-hand/renting fashion goods, 2023
    • What we think
  3. Issues and Insights

    • Consumers recognise and welcome genuine sustainable products
      • Figure 7: Freitag bags and production process, 2023
      • Figure 8: Icicle brand image and its “Natural Way” series, 2023
    • Letting consumers have actual experience with sustainability could be the most effective communication
      • Figure 9: Aesop’s offline store in Shanghai, China, 2022
      • Figure 10: Freitag’s offline community store in Shanghai, China, 2023
    • Second-hand and renting could be a new territory for fashion brands
      • Figure 11: Rolex Certified Pre-Owned Programme, 2022
      • Figure 12: Shared wardrobe “The Lauren Look” by Ralph Lauren
  4. Market Factors

    • Government deepens practice on sustainability
    • Sustainability-themed events attract public participation
    • Sustainability summits guide the green development of industries
    • Chinese consumers actively engaging in sustainability
  5. Market Highlights

    • Promoting circular economy with paid subscription model
      • Figure 13: The Cyclon programme by On, 2022
    • Maximising sustainable impact through partnerships
      • Figure 14: “Move to zero” initiative by Nike and Alipay and the clothing recycling programme by Theory and Fei Mayi, 2022
    • Engaging consumers in sustainable activities with tangible rewards
      • Figure 15: Yili “Answer to the Earth” challenge activity on Douyin, 2022
      • Figure 16: The Green Travel Carbon Inclusion Programme by the Shanghai government, 2023
  6. Features of Sustainable Products

    • Eco-friendly material is still the most important indicator
      • Figure 17: Important features of sustainable products, 2023
    • Consumers with higher incomes more concerned about animal welfare
      • Figure 18: Important features of sustainable products, by monthly household income, 2023
    • Multi-generation families pay more attention to official acts
      • Figure 19: Selected important features of sustainable products, by living situation, 2023
  7. Pay a Premium for Sustainable Products

    • Paying more for sustainable products appears to have become the consensus
      • Figure 20: Consumers’ willingness to pay a premium for sustainable products, 2023
    • Impress price-sensitive older consumers from a personal angle
      • Figure 21: Consumers who will not pay a premium for sustainable products, by age, 2023
    • Consumers with kids tend to pay more for sustainable beauty and personal care products
      • Figure 22: Consumers’ willingness to pay a premium for beauty and personal care products claimed to be sustainable, by family structure, 2023
    • Eco-friendly home appliances can adopt different premium pricing scopes
      • Figure 23: Consumers willing to pay a premium for home appliances claimed to be sustainable, by age, 2023
  8. Impressive Sustainability Slogans

    • Straightforward and actionable taglines are more impressive
      • Figure 24: Taglines about sustainability that impress consumers, 2023
  9. Approaches for Publicising Sustainability

    • Considerable gaps exist to meet consumers’ expectations
      • Figure 25: Approaches for publicising sustainability, 2023
    • Offline activities particularly attractive to committed environmentalists
      • Figure 26: Approaches for expected publicity of sustainability, by those willing to pay a 20% premium vs total, 2023
  10. Ways to Obtain Fashion Products

    • Buying new is universal while second-hand/renting shows some potential in certain fashion categories
      • Figure 27: Ways to obtain fashion items of different categories, 2023
    • Consumers with higher education favour DIY/Remake
      • Figure 28: Consumers obtaining fashion items by remaking/DIY using old items, by education, 2023
  11. Concerns about Buying Second-hand/Renting Fashion Goods

    • Product issues top the list, followed by services
      • Figure 29: Concerns about buying second-hand/renting fashion goods, 2023
    • Younger generations crave a more standardised and regulated second-hand/renting market
      • Figure 30: Concerns about buying second-hand/renting fashion goods, by age, 2023
  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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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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