中国消费者的绿色消费意愿

译/袁峰

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2018 年，乳制品企业伊利集团发布了一份关于中国可持续消费的报告。报告提到，超过九成的中国消费者具有可持续消费意识，七成消费者的可持续消费意识十分强烈。随着以可持续发展和环境为主题的峰会及会议不断开展，环保消费的意识在中国日渐深入人心。在中国最近的一项调查中，53.8%的受访者表示，之所以选择有益于环境和社会的产品，主要动机是“关爱世界，想通过个人行动让环境和社会更美好”。更有46.2%的受访者希望能通过更具可持续性的消费，“让下一代能享有可持续的生活环境”。

中国消费者如何看待可持续消费

2根据中国连锁经营协会发布的一份报告，在中国，20至29 岁的青年最关注可持续消费，并具有最强的可持续消费意识，而30 至49 岁的消费者的可持续消费能力最强。具有可持续消费意识的中国消费者认为，自己应该在出行、购物和饮食等日常生活领域采取可持续的消费方式。消费者眼中的可持续消费是较为多元的。提到中国的环保消费，消费者联想最多的五个词汇是“垃圾分类”（25.31%）、“回收”（23.78%）、“环保”（22.87%）、“低碳排放”（21.63%）和“共享经济”（20.60%）。然而，联想到“可持续消费”的比例不高（20%）。主要原因之一是理论知识匮乏，政策落实不到位。

具有可持续消费意识的中国消费者的分布

3从性别上看，女性的可持续消费意识略强于男性。91.1%的女性消费者认为自己的消费行为会有助于改善环境，而持有同样认识的男性消费者比例为89.5%。同时，年轻人比年长的消费者更关注可持续消费。20 岁及以下的消费者对可持续消费最为关注，占81.8%，而年过六十的老人中有76.5%相当关注可持续消费。最后，一线城市具有可持续消费意识的人的比例远低于较低级别的城市。47%的一线城市居民自认为是可持续消费先行者，而在二线和三线城市，这一比例分别为98%和69%。

4对一线城市居民来说，工作压力提高了进行可持续消费的门槛，增加了相关的时间成本。对于怎样才算可持续消费先行者，一线城市居民或许也有更高的自我期望和要求。

中国人日益接受可持续时尚理念

5具有可持续消费意识的中国消费者对可持续时尚的关注度最高。根据一份关于中国服装可持续消费和旧衣处理的报告，约83%的受访者购衣时会选择环保织物。此外，逾九成受访者表示会通过二手商店和衣物租赁平台购买或租赁衣物。中国消费者日益青睐采用环保和可持续面料的国内外可持续品牌，以及恪守职业道德的品牌。越来越多的中国消费者远离“快时尚”，而奉行“少即是多”的理念。

关键意见领袖在中国推广环保消费

6具有可持续消费意识的中国关键意见领袖会利用哔哩哔哩等社交媒体平台，吸引关注可持续消费但欠缺相关知识和指导的人。他们会就如何践行可持续的消费和生活方式、如何探求相关理论知识等话题发表意见。他们的受众通常是使用社交媒体的年轻人。普通的中国消费者还没有广泛了解可持续消费和生活方式，因而中国关键意见领袖可通过自己发布的内容，在中国进行环保消费的宣传教育。

7但有浏览者评论说，其中部分习惯在中国难以遵循。回收利用等做法在中国并未得到广泛实践，而塑料包装使用又过于普遍。 □

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 “less is more”.

KOLs1= key opinion leader 关键意见领袖。 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. ■