What we are sharing today is [2023 Differences between China and the West from the Perspective of Consumers' Perspectives on "Sustainability"*** Report Producer: Deloitte.
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1.The pain points and demands of Chinese and Western consumers for sustainable consumption
The rising purchase cost brought about by the practice of sustainable consumption is a common pain point for Chinese and Western consumers. The uncertainty of future economic development has led to a decline in consumers' overall willingness to spend, and they are more inclined to conservative and known choices for sustainable consumption, which is more evident in the UK consumer survey. In addition to the problem, Chinese consumers also mentioned that the lack of access to relevant information has limited their sustainable consumption behavior.
Based on the understanding of environmental sustainability, both Chinese and Western consumers believe that reducing the use of plastic in product packaging is the most practical consumption behavior they are most willing to support. For the maintenance and replacement of existing items and the reuse of ** is also an activity that Chinese and Western consumers hope to further participate in, British consumers mentioned that they want to improve the service information of old products, and Chinese consumers mentioned that they hope that ** manufacturers will provide maintenance after-sales service. In addition, due to the differences between Chinese and Western dietary Xi and the accelerated promotion of plant-based drinks in the Chinese market in recent years, Chinese consumers also expressed that more plant-based dietary choices would increase their willingness to participate in sustainable consumption.
2.Understanding of Chinese consumers' sustainable values
Chinese consumers of different age groups are highly consistent in their understanding of sustainable values and focus on saving resources and reducing waste, and more than 60% of consumers agree on the value of realizing the responsibility of saving resources and reducing waste in the process of sustainable consumption. However, due to the different growth environments of different eras and the transformation of access to information, the core value that sustainable consumption brings to consumers of different ages is also different. Specifically, influenced by traditional culture and educational concepts, Chinese consumers of Generation X and Generation Y are Xi to rational analysis and judgment, so as to promote their understanding of sustainable consumption values to pay more attention to their core values of protecting the environment and maintaining the ecologyOn the other hand, the cutting-edge network technology provides various social platforms that enable them to contact and publish novel and personalized topics and opinions, so as to create the sustainable consumption characteristics of Generation Z consumers who dare to try and pay attention to personal experience, which is mainly manifested in the recognition of the trend attributes of sustainable consumption and the emotional value brought by personalized labels.
In addition, there are differences in the core drivers of sustainable consumption among Chinese consumers of different age groups. In the new era, with the popularization of various types of information on the Internet and the dissemination of multicultural education, the younger generation of consumers usually show more positive reactions and broad horizons to emerging topics. For example, 46% of Gen Y consumers believe that reliable traceability and high durability are the key points of sustainable consumption, while 47% of Gen Z consumers value sustainable materials when buying sustainable productsIn contrast, Gen X Chinese consumers are more concerned about the intuitive sustainability of products, such as sustainable product packaging.
3.The premium that Chinese consumers are willing to pay for sustainable products
Chinese consumers are willing to pay a premium for the sustainability concept itself, better quality products, and the emotional value that sustainability brings to the concept. According to consumer research, Chinese consumers are currently willing to pay a premium of 9-15% on the concept of sustainability, and due to the high level of personal income, Gen X consumers are willing to pay the highest premium for sustainability. In terms of categories, all three generations of consumers expressed a willingness to pay a higher sustainability premium for luxury goods, and in the food, electronics and beauty categories, there was a large difference between the sustainability premium that Gen X and Gen Y and Z consumers were willing to pay.
Electronics:Consumers generally agree that the concept of sustainability of electronic products includes improving energy efficiency and trade-in, and they are willing to pay a premium for electronic products with leading technology, more intelligent functions and longer lifespan, in addition, sustainable electronic products can bring consumers a more cutting-edge technological experience, and reflect a "long-term" and "minimalist" lifestyle.
4.Consumer goods ** chain enterprises: SIG Combibloc
As the world's leading packaging company, SIG's various paper packaging products have penetrated into various consumption scenarios。SIG Combibloc regards sustainability as the core of its business development, and has been committed to implementing its sustainable practices in four aspects: Climate+, Forest+, Resources+, and Food+, that is, controlling climate warming through carbon reduction, protecting forests and restoring them, and is committed to realizing the ** and recycling of all packaging, and bringing safe and nutritious food to consumers through packaging boxes.
SIG Combibloc not only develops foil-free solutions through product and technological innovation, but also drives a product-driven reduction of the carbon footprint. At the same time, SIG Combibloc actively participates in the work of paper-based composite packaging, and by participating in a series of activities carried out by the Beijing Resource Compulsory Environmental Protection Industry Technology Innovation Strategic Alliance, it links different links in the industrial chain such as **, industry enterprises and ** enterprises, and brings the consumed milk carton into the positive cycle of resource recycling. From R&D and production to sustainable development, a complete and sustainable closed loop is SIG's continuous pursuit and practice on the road of sustainable development.
5.Leading multinational beauty group: L'Oréal
L'Oréal has always been committed to a holistic approach to sustainability, setting 2015 environmental targets for greenhouse gas emissions, water consumption and waste management as early as 2009。In 2013, L'Oréal officially launched its sustainability strategy "Sharing Beauty for All", and in 2020 launched its new sustainability program "L'Oréal for Tomorrow".
E-commerce has an important commercial influence in the Chinese market and is an important channel for consumer brands to communicate with consumers. That's why L'Oréal China is committed to promoting the use of more environmentally friendly parcel solutions in e-commerce logistics. In 2018, L'Oréal China and Alibaba Group jointly launched a tape-free, easy-to-tear green package for 24 L'Oréal brands. By the end of 2022, L'Oréal China had issued 14.9 billion green parcels. As green wrapping practices become more sophisticated, L'Oréal is also looking for more environmentally friendly upgrades. In the same year, Maybelline, a brand owned by L'Oréal, joined hands with the Cainiao platform of Alibaba Group to launch an attempt to "recycle parcels" in Hangzhou. Compared to traditional parcels that are only for one-time use, recyclable parcels can be reused 40 times, truly realizing the recycling of resources. In the first attempt, 75% of consumers chose recyclable parcels, and L'Oréal China will continue to follow up on the actual implementation of circular parcels in the future, and strive to promote this solution on a large scale in the near future.
This article is for informational purposes only and does not represent any investment advice from us. To use the information, please refer to the original report. ）
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