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China Consumers and Sustainability 2014

出版商 Natural Marketing Institute 商品編碼 345382
出版日期 內容資訊 英文 83 Pages
商品交期: 最快1-2個工作天內
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中國的消費者與永續性 China Consumers and Sustainability 2014
出版日期: 2014年11月15日 內容資訊: 英文 83 Pages

中國消費者對環境問題和永續性的關心也高漲。還有CRS (企業的社會責任) 活動也不單是一時想起,成為企業行動的根幹。同時對至今仍持續的貧困、所得不均等社會問題,及無農藥、非GMO食品的食品安全的興趣近幾年也提高。



  • 簡介
  • 背景情況、分析方法


  • 永續市場能力概要
  • 該國概要:主要統計資料


  • 中國的永續性市場分類:概要
  • 中國的「LOHAS層」(LOHAS) 層簡介
  • 中國的「自然地意願層」(Naturalites) 簡介
  • 中國的「流動層」(Drifters) 簡介
  • 中國的「習俗層」(Conventionals) 簡介
  • 中國的「不關心層」(Unconcerneds) 簡介
  • 永續性市場區分方面的變化
  • 永續性市場各分類的人口結構
  • 永續性市場主流層簡介
  • 對環境的想法與行動
  • 與「環保」生活方式的適合性
  • 過去、現在、未來的環境保護活動的參與情形
  • 對永續發展方法生產的產品的偏好、趨勢
  • 對環境問題的不關心
  • 環境保護原因的社會影響/壓力
  • 企業對在環境、社會方面領導的要求
  • CSR (企業的社會責任) 帶給產品選擇的影響


  • 對環境保護、CRS的關注
  • 對水資源保全的關注
  • 對生物多樣性、森林破壞、濫捕的認識和關心
  • 對環境污染的關注
  • 對包裝、廢棄物的關注
  • 各種資源的回收情形 (塑膠瓶、瓶、罐等)
  • 對貧困問題的關注 (大規模/小規模)
  • 環境相關的最關心事項
  • 社會/政治相關的最關心事項
  • 社會/政治/經濟相關的最關心事項
  • 社會/政治/經濟相關的關心層級的變化


  • 對綠色環保產品的興趣
  • 對綠色環保產品的興趣變化
  • 價格是綠色環保產品/服務的推動因素
  • 為綠色環保產品的犧牲
  • 為了減輕對環境影響的最重要階段
  • 綠色環保產品購買的障礙
  • 節能產品擁有、使用概況
  • 資金規定是環境保護的障礙
  • 天然/有機家用品的購買情形 (過去3個月)
  • 對家用掃除用品重要性的想法
  • 對紙製品重要性的想法
  • 對個人保養用品重要性的想法
  • 每個類別都共通的,對各種產品重要性的想法
  • 品牌商品購買頻率 (過去6個月):永續性產品的情況


  • 對取得醫療、保健食品的關心
  • 企業方面對健康問題措施的關心
  • 對健康飲食的興趣
  • 健康飲食的相關課題
  • 閱讀標籤的習慣
  • 家族的健康是購買推動因素
  • 保健食品的購買機會 (過去3個月)
  • 購買促進用品的,對食品的想法
  • 對植物系包裝的理解
  • 對綠色/綠色環保產品和有機產品的懷疑論


  • 綠色貼紙/認證產品帶給購買的影響
  • 對綠色/綠色環保標籤、認證的認識和理解
  • 各種貼紙/認證產品購買帶來的影響
  • 對過剩包裝的認識
  • 企業的價值觀、慈善活動的影響度
  • 企業對環境、健康問題措施的興趣
  • 對第三機關的取得保證的要求
  • 購買綠色環保產品時想得到的資訊
  • 環境相關的資訊收集與個人推薦
  • 對企業公民的認識
  • 對環境活動的領導者的認識
  • 學習關於企業環境、社會活動時喜好的手段
  • 產品選擇是購買綠色環保產品的障礙:價格貴也願意購買綠色環保產品的意願
  • 對經濟發展、成長的認識

80+ pages of data and analysis, including charts, graphs, and illustrations!

NMI's Sustainability Consumer Trends Database® is the industry's most comprehensive tool to measure consumers' integration of personal and planetary health across their lifestyles - from food and beverage to home care to durables and lifestyle activities. For the past 13 years, a wide range of clients have leveraged this insight to better understand their consumer target, develop new targets, and measure scores of attitudes and behaviors for those groups.

This Sustainability report is packed full of trends and analysis to help companies understand how these major cultural shifts identify opportunities for their business. Profiling the hottest consumer trends, this new December 2014 report offers over 80 pages of data and analysis, including charts, graphs, and illustrations comparing and contrasting consumer segments, demographic groups, product users, and more!

China 2014 - Consumers and Sustainability is NMI's comprehensive report on the state of health and sustainability specifically in the country of China. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors in China on the topics of health, environmental friendliness, sustainability, and corporate accountability.

This country report uncovers insights unique to the Chinese consumer base and examines the motivations and challenges which drive consumers to be more environmentally and socially responsible. In addition, the report reveals what they feel is their role and the role of those doing business in China. Food safety, indoor air pollution, water conservation and quality of education are top of mind for these consumers. Find out what else is on their minds.

A glimpse into the report ...

The continued expansion of sustainability and environmental protection within China

How segments within the Chinese population have differing points of view and how that understanding can help to formulate messaging.

  • What types of products Chinese consumers want to see in an environmental version
  • What social and environmental issues are of utmost importance to Chinese
  • What are their health concerns and how do they influence desire for specific food attributes
  • What are Chinese consumers interested in learning about what companies are doing regarding their social and environmental commitments

China - Sustainability Summary

Chinese are highly engaged in the environmental and sustainable space; environmental and social responsibility are not thought of as transient ideals, but as foundational principles.

  • Understanding which environmental and social issues resonate with Chinese consumers will allow industries to better communicate with this emerging target: food safety, indoor air pollution, water conservation and quality of education are high concerns.
  • Quality of and access to healthcare are also major 'health' concerns among Chinese consumers.
  • In addition, while Chinese attitudes toward eating healthier are growing, food safety and GMO content in foods create concern among the majority of Chinese.
  • Even though the country is experiencing industrialized growth and global investment, and China continues to strive toward more equal distribution of the economic wealth, poverty and inequities continue to persist in China.
  • Chinese consumers exhibit high information seeking behavior regarding the environment; implementing educational initiatives should help boost brand understanding and trial; however, while Chinese do care about the environment, price oftentimes dictates purchase.
  • Chinese show significant interest in environmentally-friendly versions of many products; understanding what specific benefits Chinese consumers seek from e-friendly products will help to create a more impactful marketing strategy.
  • The Chinese community is increasingly watchful of what companies are doing and how it affects the environment and society; having a strong and transparent corporate social responsibility strategy is crucial.
  • The Chinese consumer feels their own government, corporations and foreign governments should be doing a better job in protecting the environment.
  • Skepticism does exist among Chinese regarding the value of e-friendly products; even if quality, price and convenience are held equal, benefits will have to be made 'real' and relevant.
  • Eco-benefits should be clearly communicated on product packaging as product labels are the source nearly half of Chinese consumers use to find out environmental information.
  • Understanding segment similarities and differences within each country helps to align messaging to attract the best target segment.

Background & Methodology: China

  • NMI's initial global study surrounding health and sustainability was conducted in 2005; this research was conducted in 2010 and 2013 in China; both years are presented as comparison in this report.
  • The study was conducted online; data were weighted to age and gender.
  • Data were collected from approximately 1,000 respondents in both 2010 and 2013.
  • In surveying Emerging countries, the respondent sample represents the population with online/internet access. Those consumers with online access align closely with those who have access to consumer packaged goods and therefore represent the best overall target for many organizations. As online penetration increases, demographic composition may shift. As such, this factor needs to be taken into account when using trended data and insights in this report.


  • A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
  • These solutions are mutually exclusive and identify in each consumer segment the levels of influence and specific motivational and behavioral drivers across a multitude of factors.

Table of Contents


  • Introduction
  • Background and Methodology

China: Snapshot of Sustainability

  • Sustainability Summary
  • Snapshot of Key Country Facts

China's Sustainability Segmentation and Profiles

  • China's Sustainability Segmentation: Overview
  • China's Lohas Profile
  • China's Naturalites Profile
  • China's Drifters Profile
  • China's Conventionals Profile
  • China's Unconcerneds Profile
  • Changes in Sustainability Segmentation
  • Sustainability Segments' Demographics
  • Profile of The Sustainable Mainstream
  • Environmental Attitudes and Behaviors
  • Attribute Fit with Environmentally-Friendly Lifestyle
  • Past, Present, Future Environmental Protection Involvement
  • Preference for Sustainably-Manufactured Products, Trended
  • Apathy with Environmental Issues
  • Social Influence/Pressure as Reason for Environmental Protection
  • Desire for Corporate Environmental and Social Leadership
  • Corporate Social Responsibility Impact on Product Purchase

China: Environmental and Social Concerns

  • Environmental Protection and Corporate Social Responsibility Concerns
  • Water Conservation Concerns
  • Biodiversity, Deforestation and Overfishing Awareness and Concerns
  • Pollution Concerns
  • Packaging and Waste Concerns
  • Reported Recycling of Various Materials (Plastic Bottles, Jars, Cans, etc.)
  • Poverty Concerns, Large and Small-Scale
  • Top Environmental Concerns
  • Top Social/Political Concerns
  • Social/Political/Economic Concerns
  • Change in Level of Social/Political, Environmental Concerns

China: Perspectives on Environmentally-Friendly Products

  • Interest in Environmentally-Friendly Product Versions
  • Change in Interest in Environmentally-Friendly Products
  • Price as a Driver of Environmentally-Friendly Products/Services
  • Sacrifices Made for Environmentally-Friendly Products
  • Most Important Stage to Reduce Environmental Impact
  • Environmentally-Friendly Product Purchase Barriers
  • Ownership and Usage of Various Energy-Conserving Products
  • Monetary Savings as a Barrier to Environmental Protection
  • Natural/Organic Household Product Purchases, Past 3 Months
  • Importance of Household Cleaning Product Attributes
  • Importance of Paper Product Attributes
  • Importance of Personal Care Product Attributes
  • Important Attributes Common Across Product Categories
  • Brands Purchased, Past 6 Months, by Sustainability Segments

China: Health Perspectives

  • Healthcare and Healthy Food Access Concerns
  • Interest in Corporate Health Initiatives
  • Healthy Eating Attitudes
  • Challenges to Healthy Eating
  • Label Reading Behaviors
  • Family Health as a Purchase Driver
  • Food Product Category Purchases, Past 3 Months
  • Food Attributes Purchase Drivers
  • Understanding of Plant-Based Packaging
  • Skepticism about Green/Eco-Friendly and Organic Products

China: Communicating Health and Sustainability

  • Green Seals/Certifications Purchase Influence
  • Recognition/Understanding of Green/Eco-Friendly Labels/Certifications
  • Purchase Impact of Various Seals/Certifications
  • Excess Packaging Perceptions
  • Influence of Corporate Values/Charitable Donations
  • Interest in Corporate Environmental and Health Initiatives
  • Desire for Third Party Endorsements
  • Information Preferred in Purchasing Eco-Friendly Products
  • Environmental Information Seeking and Personal Advocacy
  • Corporate Citizenship Perceptions
  • Environmental Leader Perceptions
  • Preferred Methods of Learning About Corporate Environmental and Social Initiatives
  • Product Selection as a Purchase Barrier to Environmentally-Friendly Products; Willingness to Pay a Premium for Environmentally-Friendly Products
  • Perceptions About Economic Development and Growth
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