中國消費者的綠色消費意愿

譯/袁峰

掃碼聽讀

2018 年，乳制品企業(yè)伊利集團發(fā)布了一份關(guān)于中國可持續(xù)消費的報告。報告提到，超過九成的中國消費者具有可持續(xù)消費意識，七成消費者的可持續(xù)消費意識十分強烈。隨著以可持續(xù)發(fā)展和環(huán)境為主題的峰會及會議不斷開展，環(huán)保消費的意識在中國日漸深入人心。在中國最近的一項調(diào)查中，53.8%的受訪者表示，之所以選擇有益于環(huán)境和社會的產(chǎn)品，主要動機是“關(guān)愛世界，想通過個人行動讓環(huán)境和社會更美好”。更有46.2%的受訪者希望能通過更具可持續(xù)性的消費，“讓下一代能享有可持續(xù)的生活環(huán)境”。

中國消費者如何看待可持續(xù)消費

2根據(jù)中國連鎖經(jīng)營協(xié)會發(fā)布的一份報告，在中國，20至29 歲的青年最關(guān)注可持續(xù)消費，并具有最強的可持續(xù)消費意識，而30 至49 歲的消費者的可持續(xù)消費能力最強。具有可持續(xù)消費意識的中國消費者認為，自己應(yīng)該在出行、購物和飲食等日常生活領(lǐng)域采取可持續(xù)的消費方式。消費者眼中的可持續(xù)消費是較為多元的。提到中國的環(huán)保消費，消費者聯(lián)想最多的五個詞匯是“垃圾分類”（25.31%）、“回收”（23.78%）、“環(huán)保”（22.87%）、“低碳排放”（21.63%）和“共享經(jīng)濟”（20.60%）。然而，聯(lián)想到“可持續(xù)消費”的比例不高（20%）。主要原因之一是理論知識匱乏，政策落實不到位。

具有可持續(xù)消費意識的中國消費者的分布

3從性別上看，女性的可持續(xù)消費意識略強于男性。91.1%的女性消費者認為自己的消費行為會有助于改善環(huán)境，而持有同樣認識的男性消費者比例為89.5%。同時，年輕人比年長的消費者更關(guān)注可持續(xù)消費。20 歲及以下的消費者對可持續(xù)消費最為關(guān)注，占81.8%，而年過六十的老人中有76.5%相當關(guān)注可持續(xù)消費。最后，一線城市具有可持續(xù)消費意識的人的比例遠低于較低級別的城市。47%的一線城市居民自認為是可持續(xù)消費先行者，而在二線和三線城市，這一比例分別為98%和69%。

4對一線城市居民來說，工作壓力提高了進行可持續(xù)消費的門檻，增加了相關(guān)的時間成本。對于怎樣才算可持續(xù)消費先行者，一線城市居民或許也有更高的自我期望和要求。

中國人日益接受可持續(xù)時尚理念

5具有可持續(xù)消費意識的中國消費者對可持續(xù)時尚的關(guān)注度最高。根據(jù)一份關(guān)于中國服裝可持續(xù)消費和舊衣處理的報告，約83%的受訪者購衣時會選擇環(huán)保織物。此外，逾九成受訪者表示會通過二手商店和衣物租賃平臺購買或租賃衣物。中國消費者日益青睞采用環(huán)保和可持續(xù)面料的國內(nèi)外可持續(xù)品牌，以及恪守職業(yè)道德的品牌。越來越多的中國消費者遠離“快時尚”，而奉行“少即是多”的理念。

關(guān)鍵意見領(lǐng)袖在中國推廣環(huán)保消費

6具有可持續(xù)消費意識的中國關(guān)鍵意見領(lǐng)袖會利用嗶哩嗶哩等社交媒體平臺，吸引關(guān)注可持續(xù)消費但欠缺相關(guān)知識和指導的人。他們會就如何踐行可持續(xù)的消費和生活方式、如何探求相關(guān)理論知識等話題發(fā)表意見。他們的受眾通常是使用社交媒體的年輕人。普通的中國消費者還沒有廣泛了解可持續(xù)消費和生活方式，因而中國關(guān)鍵意見領(lǐng)袖可通過自己發(fā)布的內(nèi)容，在中國進行環(huán)保消費的宣傳教育。

7但有瀏覽者評論說，其中部分習慣在中國難以遵循。回收利用等做法在中國并未得到廣泛實踐，而塑料包裝使用又過于普遍。 □

In 2018, dairy company Yili Group released a report on sustainable consumption in China in which it mentioned that over 90% of Chinese consumers were aware of sustainable consumption and 70% were very conscientious of it.Awareness of eco-friendly consumption in China is increasing as sustainability and environmental summits and conferences are flourishing. In a recent Chinese survey, 53.8% of respondents stated that the main motivation for choosing environmentally and socially friendly products is “caring about the world and making both the environment and society better through individual actions”. A further 46.2% hoped that by consuming more sustainably would allow “the next generation to be able to have a sustainable living environment.”

How do Chinese consumers perceive sustainability

2According to a report released by the China Chain Store and Franchise Association, young people between ages 20 and 29 show the most interest and awareness in sustainable consumption whereas Chinese consumers of ages 30 to 49 have the strongest sustainable consumption ability. Sustainability-conscious Chinese consumers believe they should adopt a sustainable consumption in their daily life in domains such as transports, consumer goods and food. In the eyes of consumers, sustainable consumption is relatively diversified. When it comes to eco-friendly consumption in China,the five phrases that consumers think of most are waste classification (25.31%),recycling (23.78%), environmental protection (22.87%), low carbon emission(21.63%) and cooperative economy(20.60%). However, sustainability in China has a low proportion of consumption (20%). One of the main reasons is the lack of theoretical knowledge and policy implementation.

The breakdown of sustainability-conscious Chinese consumers

3Gender-wise, women have a slightly greater awareness of sustainable consumption than men. 91.1% of female consumers consider their consumption behaviour will help improve the environment, while male consumers account for 89.5%. Meanwhile, young people pay more attention to sustainable consumption than older consumers. Consumers aged 20 and below pay the most attention to sustainable consumption,accounting for 81.8%, while 76.5%of people over 60 are fairly concerned about sustainable consumption. Finally,the proportion of awareness on sustainability is much lower in first tiers compared to lower tiers. 47% of first tier citizens consider themselves sustainable consumer pioneers while the proportion is 98% and 69% respectively for second tier and third tier.

4For first tier city residents, the pressure of work increases the threshold and time capital for practicing sustainability. First tier residents may also hold higher expectations and requirements for themselves on what it means to be a sustainable consumer pioneer.

Chinese are embracing the sustainable fashion concept

5Sustainability-conscious Chinese consumers are most interested in sustainable fashion. According to a report on China’s sustainable consumption of clothes and disposal of used clothes,approximately 83% of the respondents chose environmentally friendly fabrics when buying clothes. In addition,more than 90% of the respondents said they would buy or rent clothes through second-hand stores and clothing rental platforms. Chinese consumers are looking for domestic and foreign sustainable brands that use eco-friendly and sustainable materials and brands that have work ethics. An increasing number of Chinese consumers are staying away from fast fashion and are following the concept of “l(fā)ess is more”.

KOLs1= key opinion leader 關(guān)鍵意見領(lǐng)袖。 are promoting eco-friendly consumption in China

6Sustainability-conscious Chinese KOLs utilize their social media platforms like Bilibili, to attract people that are interested in sustainability but lack knowledge and guidance. They may share topics such as how to pursue a sustainable consumption, lifestyle and theoretical knowledge. Their audience is usually young and use social media.Since a typical Chinese consumer’s understanding of sustainable consumption and lifestyle is still not widely acquired, Chinese KOLs are able, through their content, to educate on eco-friendly consumption in China.

7However, some viewers comment that some of those habits are difficult to follow in China. Practices such as recycling is not well implemented and use of plastic packaging is too widespread in China. ■