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- Background: In early 2019, NMI conducted a quantitative survey in order to understand a series of sustainable attitudes and behaviors among general population adults 18+ as part of a initiative to gauge global engagement in various sustainability and environmental dimensions.
- Survey Length: 30 Minutes
- Sample size: 1,000 +/- general population respondents
- Study/Data collection: March 14, 2019 - April 10, 2019
- Report published: May 2019
- Indices: Indices are used throughout this report to compare consumer groups. An index is useful for the purpose of quick comparison and is a ratio of one piece of data to another. For example, if 22% of Consumer Group A use CFL's, and 60% of Consumer Group B use CFL's, then the index of Consumer Group A to Consumer Group B is: (60/22) x 100 = 272, which means that Consumer Group B is roughly 2¾ times more likely to use CFL's than is Group A.
- Capital Letters: Capital letters within this report denote a group is statistically higher than the group referenced by the letter at the 95% confidence level.
- Boomers: The definition of Boomers used in this report represent consumers aged 55 years and older.
- 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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