中国618 2025成绩概览：有史以来最长的618

•Beauty industry3.Hypotheses on the future of sustainableconsumption in ChinaCONTENT OUTLINE•Fashion industry © 2022 DAXUE CONSULTINGForeword1.Our “green guilt” survey results2.4.About us•F&B industry 03064914341926 ForewordUndertherealityofclimatechange,environmentalsustainabilityisnotjustaPRstrategybutanecessity.Whilewecannotneglectthelargeshare of responsibility held by businesses on embracing sustainable practices,this report focuses on the consumers,asconsumershavethepowertoswaybusinessesbyshiftingdemandtogreeneralternatives.However,aconsumer’sgreenpurchasingdecisionsarealsodependentontheirunderstandingofsustainability,andwecannotmakeanyassumptionsonChineseperceptionsofsustainability.Asaresult,wesurveyed1,000Chineseconsumersontheirbeliefs,habits,andunderstandingofsustainability.Inanalyzingthesurveydata,thereweremanypointsthatcameasasurprise,whichwehighlightinWefoundthatthereisroominthemassmarketforsustainability,becausewhiletherearefewerenvironmentalactivists,therearealsofewerclimatechangedeniers.Theaverageattitudetowardssustainabilitywasoneofwillingnessandopenness.However,relativelyfewarewillingtogooutoftheirwaytoshopgreen,hencesustainableproductsshouldalsohavedirectbenefitstotheconsumer,suchasWhatelsebecameevidentisthevastdifferencesinChinesesourcesofinformationonsustainability.Forone,whiletherearesomegapsintheaverageconsumer’sknowledge,thereisalsoanevidentcorrelationbetweenGovernmentpropagandatowardssustainabilityandconsumers’understandingofconcepts.WiththegoaltobeCarbonNeutralby2060,thegovernmentisleveragingpropagandatoswayitscitizenshabitstowardssustainability.Asoftoday,thefocusisonreducingfoodwasteandwastesorting,butinordertoreachCarbonNeutrality,thegovernmentwillinevitablyaskitscitizenstotakemoreactions,andwhenthatdaycomes,brandsbetterbe © 2022 DAXUE CONSULTINGALL RIGHTS RESERVED3thereport.healthandsafety.prepared. © 2022 DAXUE CONSULTINGALL RIGHTS RESERVEDHighlights from the ReportWaste sorting is the most eco-friendly action in theeyes of Chinese.Larger cities, higher income and educationalbackground are correlated with strongerenvironmental sustainability awareness.China’s plant-based meat market is driven by meateaters.There is an unmet demand for second-hand clothingin China.Younger and higher-income consumers showwillingness to pay extra for sustainable products. 4Millennials are the most likely to change theirpurchase decision due to environmental concerns.Chinese consumers display a keen interest insustainable F&B products.Consumers aren’t just interested in the product, theyare interested in the process.Young consumers are shaping the sustainablefashion industry. © 2022 DAXUE CONSULTINGALL RIGHTS RESERVED#Recycling#WasteSorting#Reduce#ReduceFoodWaste#回收#垃圾分类#节约粮食#珍惜#绿色#Green#GreenBehaviour#GreenConsumerism#绿色产品#GreenProduct#绿⾊购物How is “sustainability” interpreted in China?The term “sustainability” is a very broad concept in the Chinese language and can be interpreted into many different terms. Fromoursocial listening,here are some common definitions shared by Chinese netizens online.#EnvironmentalProtection#环保#环境保护#可持续性#SustainableDevelopment#NaturalEnvironment#LowCarbon#CarbonEmission#绿⾊⽣活 #SocialSustainability#Ecology#地球资源#⾃然资源#NaturalResource5#低碳#CarbonNeutral#GreenhouseGas#CarbonFootprint#碳中和#⼆氧化碳 6“green guilt”survey results © 2022 DAXUE CONSULTINGALL RIGHTS RESERVEDAbout our surveyThe aim of this survey is to understand the beliefs and perceptions of Chinese consumers towards sustainability. In addition,wewant to learn abouttheir buying behaviours in relation to environmental sustainability, specifically within the industries of food and beverage,beauty, and fashion.8%are fromupper-middle class(> 20,000 RMB monthlyhousehold income) 77Who were our 1,000 respondents?75%are fromtier 1–2 cities54%aremillennials © 2022 DAXUE CONSULTINGALL RIGHTS RESERVEDWaste sorting is the most eco-friendly action in the eyes of ChineseWastesorting is prioritisedoverreduceinconsumptionandbuying alternative oreco-friendly products,eventhoughactions that reduceconsumptionshave a moresustainableimpact to theenvironment.Reducingmeatconsumptionisnot widely recognised assustainableinChina,infact,28%ofChineserespondentsbelieveit is irrelevant tosustainability.WeaskedChineserespondentstorankenvironmentallysustainableactionsbasedontheirperceivedimpact.Wastesortingisrecognisedasthe“mosteco-friendlyaction”asthisinitiativehasbeenhighlypromotedbythegovernmentoverthelasttwoyears,highlightingthefactthatthegovernmentenactsastronginfluenceonsociety’sbeliefstowardssustainability.Source:DaxueConsulting Survey (2022), N = 1,0003%3%3%6%6%16%28%30%45%50%51%55%68%64%59%58%52%47%46%39%26%20%13%12%Waste sortingBuying reusable productsBuying bio-degradable productsReducing food wasteReducing packagingBuying organic foodGoing vegetarianBuying local products1 - Not relevant2- Eco-friendly3 - Very eco-friendlyHow eco-friendly are the following initiatives? 88 Chinese views on environmental initiatives counter the3Rs