Chinese consumers most environmentally conscious
Chinese consumers are among the most environmentally conscious in the world, new research has revealed, but are unwilling to pay more for "greener" products.
The study, conducted by market research group GfK in 23 countries, found that 72% of Chinese consumers claim they only buy products which match their values, beliefs and ideals. This surpasses those in most developed countries in the intensity of their expressed emotion.
Around 70% say they are plagued by guilt when they "indulge in an environmentally unfriendly manner." Their expectations of brands and companies is even more exacting, with 80% wanting brands and companies to be environmentally responsible.
There is, however, no evidence of consumers paying more for an environmentally friendly product, as they would for a safe product such as infant milk formula.
"What do marketers and policy makers need to bridge this gap between espoused values and actual behaviour?" said Ashok Sethi, managing director of GfK consumer experiences in China. "The key to achieving this is to link the desired positive behaviour to a clear consumer benefit. Consumers seldom pay to assuage their conscience, but invariably do when they see a clear and meaningful benefit. Less pollution and safer environment are clear candidate benefits that can be dangled in front of the consumers.
He added that Chinese consumers will pay a premium if they believe it will create "a better and safer world for their children tomorrow".
"The key to a more desirable behaviour and premium for environmentally friendly products lies in converting the guilty consumer conscience into a powerful emotional benefit that Chinese consumers can identify with," he said.
- Why do modern robotics elude sportswear makers?
- Traditional financing is a misfit for fast fashion
- Bagir CEO says suit-maker is back on track
- Mexico makers bullish on Trump's proposed tariffs
- How would end of NAFTA affect US apparel industry?
- Bagir exports first trousers for H&M from Ethiopia
- US Q3 in brief - G-III Apparel, Express
- Fruit of the Loom CEO Medlin dies suddenly
- Crystal expands empowerment project to male staff
- Film documents Cambodia garment workers' stories
- Outdoor performance apparel 2016: A broader perspective
- Global market review of lingerie – forecasts to 2022
- Global apparel markets: product developments and innovations, October 2016
- Footwear Top 5 Emerging Markets Industry Guide_2016
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack