Daxue Consulting：2022年中国可持续消费报告

April2022Foreword03•Beautyindustry14•F&Bindustry19•Fashionindustry263.Hypothesesonthefutureofsustainable34Aboutus492Undertherealityofclimatechange,environmentalsustainabilityisnotjustaPRstrategybutanecessity.Whilewecannotneglectthelargeshareofresponsibilityheldbybusinessesonembracingsustainablepractices,thisreportfocusesontheconsumers,asconsumershavethepowertoswaybusinessesbyshiftingdemandtogreeneralternatives.However,aconsumer’sgreenpurchasingdecisionsarealsodependentontheirunderstandingofsustainability,andwecannotmakeanyassumptionsonChineseperceptionsofsustainability.Asaresult,wesurveyed1,000Chineseconsumersontheirbeliefs,habits,andunderstandingofsustainability.Inanalyzingthesurveydata,thereweremanypointsthatcameasasurprise,whichwehighlightinthereport.Wefoundthatthereisroominthemassmarketforsustainability,becausewhiletherearefewerenvironmentalactivists,therearealsofewerclimatechangedeniers.Theaverageattitudetowardssustainabilitywasoneofwillingnessandopenness.However,relativelyfewarewillingtogooutoftheirwaytoshopgreen,hencesustainableproductsshouldalsohavedirectbenefitstotheconsumer,suchashealthandsafety.WhatelsebecameevidentisthevastdifferencesinChinesesourcesofinformationonsustainability.Forone,whiletherearesomepsintheaverageconsumersknowledgethereisalsoanevidentcorrelationbetweenGovernmentpropagandatowardssustainabilityandconsumers’understandingofconcepts.WiththegoaltobeCarbonNeutralby2060,thegovernmentisleveragingpropagandatoswayitscitizenshabitstowardssustainability.Asoftoday,thefocusisonreducingfoodwasteandwastesorting,butinordertoreachCarbonNeutrality,thegovernmentwillinevitablyaskitscitizenstotakemoreactions,andwhenthatdaycomes,brandsbetterbeared3MillennialsaretheMillennialsarethemostlikelytochangetheirpurchasedecisionduetoenvironmentalconcerns.sustainableFBproducts.stinterestedintheproducttheyareinterestedintheprocess.eshapingthesustainablefashionindustry.WasteWastesortingisthemosteco-friendlyactionintheeducationalbackgroundarecorrelatedwithstrongerenvironmentalsustainabilityawareness.ncomeconsumersshowwillingnesstopayextraforsustainableproducts.eaters.ThereThereisanunmetdemandforsecond-handclothing4##绿色isteningmecommondefinitionssharedbyChinesenetizensonlineortinge品#GreenProduct#地球资源566TheaimofthissurveyistounderstandthebeliefsandperceptionsofChineseconsumerstowardssustainability.Inaddition,wewanttolearnabouttheirbuyingbehavioursinrelationtoenvironmentalsustainability,specificallywithintheindustriesoffoodandbeverage,beauty,andfashion.romupper-middleclass(>20,000RMBmonthlyhouseholdincome)7WastesortingductswasteReducingpackagingBuyingorganicfoodBuyinglocalWastesortingductswasteReducingpackagingBuyingorganicfoodBuyinglocalproductsWeaskedChineserespondentstorankenvironmentallysustainableactionsbasedontheirperceivedimpact.Wastesortingisrecognisedasthe“mosteco-friendlyaction”asthisinitiativehasbeenhighlypromotedbythegovernmentoverthelasttwoyears,highlightingthefactthatthe1yecofriendly1WasteWastesortingisprioritisedoverreduceinconsumptionandbuyingalternativeoreco-friendlyproducts,eventhoughactionsthatreduceconsumptionshaveamoresustainableimpacttotheenvironment.ReducingReducingmeatconsumptionisnotwidelyrecognisedassustainableinChina,infact,28%ofChineserespondentsbelieveitisirrelevanttosustainability.8DespitewastesortingbeinghighlypromotedbythepropagandainChina,DespitewastesortingbeinghighlypromotedbythepropagandainChina,itraisesquestionsastohoweffectivethisinitiativeisandhowmuchofthewasteissortedandrecycled.Despitewastesortingandbuyingbio-degradableandreusableproductshavingbeenrankedasthemosteco-friendlyactionsbyChineserespondents,theseinitiativesarenotactuallyassustainableasotheroptionsinvolvingreducingconsumption.BelowshowsacomparisonbetweentheperceptionfromChineserespondentsandhowdifferentinitiativesareprioritisedbyadoptingthe3Rshierarchyof“Reduce>Reuse>Recycle”-Chineseconsumersalmosthaveanoppositeperceptiononhowdifferentactionsaffecttheenvironment.TheglobalfoodsystemcontributesTheglobalfoodsystemcontributesupto37%ofallmanmadegreenhousegasintheworld,includingagriculture,landuse,packaging,consumptionetc.9Aslivestockagricultureisthebiggestcontributortotheglobalgreenhousegasemissioncausedbyoursociety,anyfood-relatedenvironmentalinitiativeswillalwaysbeprioritised–suchasreducingmeatconsumptionandbuyingorganicfood.WithChina’spledgetobecarbonneutralby2060,thegovernmenthasalsoannouncedtocutmeatconsumptioninhalfby2030duetohealthconcerns,whichcouldultimatelyresultinareductionof1billionmetric-tonofCO2emissions.reusablereusableproductscanlowercarbonfootprint,savequalityofwastebeingqualityofwastebeingrecycled.Reducefoodwastereducestheamountoffoodlivestock.reduce“foodmiles”(emissionfromtransportingfood),saveenergy,andreducefoodwastebuthaveshortershelf-lifewhichnaturallythroughlivingorganismslikebothsableorbiodegradableproductswillinevitablyendupinthelandfill.Organicfarmingreleases40%Organicfarmingreleases40%lesscarbonemissionscomparedtoconventionalfarmingtoconventionalfarmingMillennialsMillennialshigherunderstandingandawarenessonenvironmentalsustainabilityastheyaremoreeducatedonthistopicthantheirparents’generation.Additionally,theflourishingexposuretosocialmediawhereKOLsoccasionallybringthissubjecttolightorpromotesustainableproducts.ethanonceamonthEverytimeMillennialsers89%ofGenZand90%ofMillennialshavealteredtheirshoppingdecisionsduetoenvironmentalsustainabilityconcernsatleastonceoverthepastsixmonthswhilstover2%ofallrespondentshaveadjustedtheirshoppingbehaviouronceamonth.oppingdecisionsoverenvironmentalsustainabilitymoredevelopedcitiesInthepast6months,haveyouchangedyourpurchasedecisionsduetoenvironmentalsustainabilityconcerns?(bycitytier)r3-r3-Morethanonceamonth4-EverytimeAlmosthalfofourrespondentsfromtier1and1+citieshavealteredtheirpurchasedecisionsoverenvironmentalconcernsmorethanonceamonth.However,ourmassrespondentshavedisplayedreducatedtendtohaveabetterunderstandingoftheconceptofenvironmentalsustainability.TheF&BindustryisthemosttiedtosustainabilityTheF&BindustryisthemosttiedtosustainabilityintheeyesofChineseconsumers,with97%ernment’spolicies.Asaresult,Chineseconsumersarechoosingmorehealthyfoodproductswhicharealsoeco-friendly.91%ofourrespondentsbelievesustainabilityplaysarole91%ofourrespondentsbelievesustainabilityplaysarolewhenpurchasingbeautyproducts.TherisingtrendofcleanbeautyinChinahasalsoconvincedconsumerstohavehigherrequirementsforsafe,healthy,andfunctionalskincareproducts.sustainabilitywhenpurchasingdifferentproducts?72%10%9%DespitemorethanhalfDespitemorethanhalfofChineserespondentsacknowledgingthesignificanceofsustainabilitywhenpurchasingfashionproducts,11%1-Notimportant2-Important3-VeryimportantBeautyindustry10%ofGenZand6%ofMillennialsarewillingtopay50%extraforecofriendlybeautyproducts.Likewise,higher-incomeconsumersarethedemographicmostwillingtopayextraforsustainableproducts,with27%ofupper-classChineseconsumerswillingtopaydouble.Millenials76%50%100%5-20%50%100%Thedemandforcleanbeauty,commonlyrecognizedasproductsthatdon’tincludeingredientssuspectedtobeharmfultotheindividual’shealthortheenvironment,isontheriseinChina.BeautyproductsutilisingtraditionalChinesemedicine(TCM)arealsoatrendofgreenbeauty,whichfusersustainablepackagingandingredients.1.Sustainablepackaging:Suchasrefillablepackaging,glass,bamboo,andifplasticisused,itmustbe100%recyclableorbioplastic.Ingredientsmustbeconsciousor“clean”andbiodegradable,andnotbeharmfultobothhumanandtheenvironment.Palmoiloranyofitsderivativesmustnotbeusednorbelinkedtomassdeforestation.Kiehl’s,LaRoche-PosayandOriginshavebeenleadingChina’scleanbeautymarketasinternationalbrands.However,itstillremainsarelativelynicheChinaWithover9%ofGenZandmillennialconsumerswillingtopayextraforcleanbeautyproducts,thiscreatestremendousopportunitiesforbrandstotapintonbeautymarketinChinaOtherOtherpopularsustainablebeauty•MiriamQuevedo•GermainedeCapuccini•EmmaHardieDespitemanyofthebrandsbelowbeingmentioned,22.5%respondentsremainuncertainaboutanycleanbeautybrands.Furthermore,amajorityofesticbrandsinChinahavepotentialtoenterthecleanbeautymarketorfurtherinnovateintothissector.TheuseofTCMdistinguishesChinesebeautybrandsfromforeignones.DabaoPechoinespondents大宝Dabaoand百雀羚PechoinarebothChineseskincarebrandswithdiverseproductranges大宝Dabaoand百雀羚PechoinarebothChineseskincarebrandswithdiverseproductrangesandarepopularfortheiraffordablepricingsandmen’scarecollections.PechoinalsoutilisesTCMingredientsintheirproducts,whichis自然堂Chando,aChinesebeautybrandutilisingrarenaturalresourcesfromtheHimalayas,suchasglacierwater,snowlotus,andsnowginseng,reliesheavilyonitsR&Dconceptoncombiningnatureandtechnology.Belowshowsthetopresultsfromourrespondentsbasedonthepercentagementioned,showingamixofbothdomesticandforeignbeautybrands.Lancôme,ownedbyL’Oréal,isontherightpathtogrowingsustainably,suchas99%ofrosesinitsproductsbeingorganic.EstéeLauder,anAmericanmakeupcompany,hasputsustainabilityasoneofitskeybusinessstrategies.Exampleschievingnetzeroemissionsinandiscommittedtoobtainatleast75%sustainablepackagingby2025.L’Oréal,theFrenchcosmeticsgiant,isoneoftheworld’smostethicalcompanies.Atleast80%ofitsrawmaterialsrenewable,andthebrandaimspackagingby2025.ChineseconsumersfromallageChineseconsumersfromallagetowardsspendingadditionalforeco-friendlyfoodproducts.•7%ofGenZandMillennials•6%ofGenXandbaby-boomersarewillingtopayatleastdoubleforsustainablefoodproducts.Regardlessofincomelevelandagegroup,Chineserespondentspresentahighwillingnesstopayextraforeco-friendlyfoodproducts.AfterthevergrowinghealthconsciousnessinChinaLikewise,consumersareinclinedtopurchaseenvironmentallyfriendlyfoodproductsalsobecausetheybelieveitishealthier.MajorityofourChineserespondentsarewillingtospend5-20%extraformoresustainablefoodproducts.YoungergenerationrationHoweverHowever,anothersurveybyMcKinseyreportedathirdofChineseconsumerspreferorganicfood,butonly1%actuallyfollowthroughwiththepurchase,demonstratingagapbetweenwillingnesstopayandactualpurchasehabitsofChineseconsumers.Over18%ofChineserespondentsadmittedtobeinguncertainabouteco-friendlyfoodandbeveragebrands,inadditiontomanyoftheso-called‘sustainableF&Bbrands’mentionedbelowarefastfoodchains.Perhapsthisindicatesalackofknowledgeandmisconceptioninthissubjectmatter.Consequently,sustainableF&BbrandsshouldfocusoneducatingChineseconsumersonwhatsustainablefoodis,suchastheimpactofagricultureandproductionprocesstheycausetotheenvironment.Yili(dairyproducts)(instant(instantnoodles)Miles(blackrice)Miles(blackrice)(Chinesefastfood)(dairyproducts)OrientalOceanCifengtang(honey)rcentageofmentionsbyrespondentsFast-foodchainsarebeinglabelledas“eco-friendly”byourrespondents.However,itiscrucialtonotethattheseAmericanfastfoodgiantsoperatedifferentlyinChina.Belowshowsthetop3resultsfromourrespondentsbasedonthepercentagementioned,andsomeoftheinitiativesthesefranchiseshaveaccomplishedinthecountry.•KPRO–ahealthyconcepteaterybyKFCfeaturingfreshsaladandjuicebars,andotherhealthydishes•Ditchedplastictraysandusesmetalandwoodencutleries•Focusesongreensupplychain•Currentlyhasover800LEED-certified*greenrestaurants•Aimstoreduceover26,000tonsofemissionsand4,000tonsofplasticuseperyear•Promoteswastereduction–discountofRMB4forbringingyourowncups/containers•Launcheditsfirst“GreenerStore”inShanghaiusingrecycledandlower-impactmaterialslikewoodfromotherStarbucksstores.havealsocutoutplasticstraws,offeredtOmniPork,Oatly),aswellashaveintroducedToconclude,thereareclearimplicationslinkingtothesethreefast-foodchainsactingandgrowingenvironmentallysustainablyasbusinesses.Althoughalotcanstillbeimplemented,theseactionshaveproventootherrestaurantsandF&Bbrandstofollow.19%ofrespondentswouldeatmainlyplant-basedmeatwith19%ofrespondentswouldeatmainlyplant-basedmeatwithonlyasmallamountofrealmeat,whilst4%wouldcompletelyreplacerealmeatwithplant-basedmeat.Likewise,Chinaisthelargestmeatsubstitutemarket,generatingChineseconsumersareshowinginterestinsustainablefoodbrandsinChina,whichcreatesopportunitiesforbothdomesticandforeignF&Bbrandstoenterthemarket.However,awarenessandavailabilityofsustainablefoodremainlow,hencesustainableF&BbrandscouldfocusonanApartfromtheAmericanfast-foodgiantsbeinglistedaseco-friendly,somerespondentsalsosuggestfoodassustainable,aswellasrestaurantsthatuseInthemeantime,theincreasinghealthconsciousness(especiallyamongyoungerpeople)hasalsoledtoagrowthinChinesepeoplebeingopentotryplant-EataboutthesameamountofbothNotsure/itdependsNWhyconsumediarymilkwhen60%ofhumanssufferWhyconsumediarymilkwhen60%ofhumanssufferfromatashowsthattheU.S.istheno.1diaryconsumptionnation,sowhydomanyofthemstillsufferfromOnXiaohongshu,netizensactivelydiscusstheirreasonsforgoingvegetarianandvegan,themostmentionedreasonsaretostopthesupportofanimalagriculture,personalhealth,andduetoanoverallshiftinvalues.Ina2019ChinabaogaosurveyonthemotivationsofChinesevegetarians,areIbecameavegetariannotbutbecauseIwanttodomypart“IwatchedaTEDtalkcalled‘101reasontogovegan.’Gowatchitifinterested,thevideolistedstatisticalandlogicalanalysis,andthisistheTEDtalknfromtheWestInIn2016,theChinesegovernmentpublisheda“DietaryGuidelinesforChinese•Suggeststhedailyconsumptionofmeatshouldbe40-75gperperson(comparedto50-100gbefore)•AimstoimprovethenationalhealthofChinesecitizensduetothegrowingobesityanddiabetesratesinChina”Theadvocacyofplant-basedmeatisacyfromtheWestThesamethinghappenedpreviouslywhentheWestquoted“eatingsharkfinskillssharks”,asawayto”Theadvocacyofplant-basedmeatisacyfromtheWestThesamethinghappenedpreviouslywhentheWestquoted“eatingsharkfinskillssharks”,asawaytofins,thereforeexcludingChinaoutofthesharkfin’sglobalmarket.Ihopeyoungpeopletodaycanbemorealert.Don’tgetfooledandthinkTheDietaryGuidelineshadnocorrelationtoChina’semissionreductiongoals,butsimplyaguideonhowtoeatmeatinmoderation.Asaresult,thisexplainswhysomeChinesenetizenswouldbelievethattheadvocacyofthatyouaredoingloftythatyouaredoingloftythings.”vegetarianismsorreducingFashionindustrylincludingofupperclassconsumerswhoarewillingtopaydoubleforenvironmentallyfriendlyfashionproducts.Increaseofpricebypercentage777%ofourChineserespondentsarewillingtospend5-20%extraforsustainablefashionproducts.Onceagain,thisdemonstratesthatthemassmarkethasanunpolarizedattitudestowardsgreenconsumption.AlanWheeler(GeneraldelegateofthetextilesdivisionattheBureauofInternationalRecycling)oducedcheapandshortlivedgarmentsthecountrythrowsawayasmuchas26milliontonsofclotheseveryyear,withlessthan1%ofwhichbeingreusedorrecycled.Althoughtheunderlyingsolutionwouldbetobuylessclothing,theever-growingeconomicdevelopmentinChinawillnotslowdownChineseconsumersonfurtherpurchasingclothing,especiallyinluxuryfashion.•Accountsforupto8%ofglobalcarbonemissions•Thesecond-biggestconsumerofwater•Generatesupto20%oftheworld’swastewaterHowtoreducefashionenvironmentalimpact?•Buysecond-handclothing•Donateortrytorepairunwantedclothing•Qualityoverquantity•Buyfromsustainableclothingbrands•3.6kgofcarbondioxide•6,000litresofwaterComparedtomakinggarmentsfromvirginresourcesThereisahighpossibilitythatsecond-handclothingcarriesdiseasesThereisahighpossibilitythatsecond-handclothingcarriesdiseases(liverIamtooafraidtowearsecond-handclothing.aresult,haveafairlyscepticalperceptiononit.Idon’tunderstandwhypeoplewouldpurchasesecond-handclothingthessSoldoldclothesDonatingandrepurposingsecond-handclothesaccessibleinChinaascollectionbinsinneighbourhoodscanbefoundinmostmajorcities.arehighlyesidentialDonatingandrepurposingoldclothesarecommonactionstakenbyChineseconsumers,whilstsellingoldclothesdoesnotseemtobeaspopular,despitebeingwidelyaccessibleonmanye-commerceplatforms.BothUniqloandH&MofferclothingrecyclingserviceatalltheirstorelocationsinShanghai.OnlineplatformsAlibaba’sFlyingAnt(飞蚂蚁)providesaclothingrecyclingserviceacrossChinaviaasimplestepofschedulingpickup-times.Baijingyu(白鲸鱼),apubliccharityplatformthatadvocatesenvironmentalprotection,offersfreedoor-to-doorclothingcollectionserviceforrecyclingusedandoldclothes.92recycle(92回收),amobileappplatformthatoffers”real-timerecycling”service.MillennialsMillennialsowthChinahasmanyoptionsforconsumerstopurchaseandresellsecondhandedbyAlibabasIdleFishandZhuanzhuaneforeketotryIhaveboughtitbeforeIhaven'tbutwouldliketotryNodnasecondhandgoodsplatformbackedbyTencentplatformtargetingfemaleconsumers.qloandallbirdsaremakinggoodprogressanddemonstratingsomeleadershipinactingsustainablyaccordingtoGoodOnHowever,theotherbrandsbeingmentionedbelowareconsideredunsustainable,unethical,orhaveprovidedlittletonorelevantorconcreateinformationregardingtheirsustainablypractices.22.7%respondentswerealsounabletonameanysustainableclothingbrands.Thissuggeststhatbrandscouldexercisemoreeco-friendlymovementstotheirmanufacturingprocessandoverallbrandimage,whichwouldappealtoChineseconsumers.BosidengWarriorHailanHome2rcentageofmentionsbyrespondentsOutofthetopsevenclothingbrandsnamedbyourrespondents,onlythreehavetakensignificantstepstowardssustainability.Japanesecasualwearlabel,Uniqlo,hastakenadequatestepssuchasrepurposing620,000jacketsiestoauditsuppliersusesrecycledmaterialsreducedwaterChina’sleadingsportsweargroup,ANTA,isconstantlypromotingtheR&Dofsustainableandeco-ThereisnoevidencethatChina’sleadingsportsbrand,ERKE,isworkingtowardsbeingsustainable.Despitebeingtheworld’slargestathleticapparelcompany,Nikeisnottakingenoughinitiativestowardsenvironmentalsustainablyandonlyusessomerecycledmaterials.WithminimalisticbeingthephilosophyofJapaneseretailcompany,Mujistillhasalongwaytogotor Howcanbrandsaccommodatethechanging“greener”consumerbehaviour?WhatcanbrandsdotomarketsustainabilitytocatertoChineseconsumers?Whichindustrieswillbemorefavouredaligningwiththecarbonneutralplanby2060?DaxueConsultingconcludedfourhypothesesonthefutureofsustainableconsumptioninChina.ilityisassociatedwithhealthandsafetyitwillbe223isnotonlydrivenbyenvironmentalactivistsandtherearefewclimate344Hypothesis1Aslongassustainabilityisassociatedwithhealthandsafety,itwillbeprioritisedbyChineseconsumersCOVID-19hasbecomeamaindriverforChinesepeopletoemphasisetheimportanceofhealthandsafety.COVID-19hasbecomeamaindriverforChinesepeopletoemphasisetheimportanceofhealthandsafety.pursueahealthylifestyleehealthy72%ofChineseconsumersmindhavingpesticidesintheiragriculturalproductschoosemoresustainablefoodproducts.Oneexistingcaseisthegovernment’sconcernforhealthleadingtotherecommendationofdecreasedmeatconsumption.However,productsthatarehealthytendtoalignwithgreenconsumption,asaresult,ChineseconsumersareverywillingtoconsumeproductsthatAccordingtoourresearchonChineseluxurybrands,wefindthatChineseconsumerstodayprefernaturalandsafeingredientsinproducts,suchascleanbeautyorproducts•Pechoin(百雀羚)•Florasis(花西子)yrtispromotingenvironmentalprotectionareincreasinglycommoninChina.ThefollowingshowsafewexamplescollectedbyourteaminChina.OnOnXiaohongshu,postsrelatedtoinabilityonChinesesocialmediahavetCarryCarryoutwastesorting,travelgreenandlow-carbon.DonDon’tbewasteful,cherishyourfood.Chinatoday,aligningwiththe“ZeroWasteCities”plan.volvesbothyouandme“Wastesortingbeginswithme”“Everyoneisresponsibleofcreatingabeautifulenvironmentforourhome”Thankstothegovernment’spropaganda,ourrespondentsaremostfamiliarwithactionslike”waste-sorting”and“recycling”whenaskedabouttheirfamiliaritywithsustainableactions.Yet,theyarelessfamiliarwithtermslike“organic”and“GMO”whichhaven’tbeenmentionedinpropagandaandarerelatedtoenvironmentalsustainability.•Fairtrade(公平贸易),posedofbiologicalproductsorrenewabledomesticagriculturalmaterialsorforestrymaterials.•GMO(转基因生物),geneticallymodifiedorganism,isaplant,animal,microorganism,orotherorganismwhosegeneticmakeuphasbeenmodifiedinalaboratoryusinggeneticengineeringortransgenictechnology.•Biodegradable(可⽣物降解)iswhenamaterialcanbebrokendownbymicroorganismsintowater,carbondioxide,mineralsalts,andnewbiomasswithinadefinedperiodoftime.AsChineseconsumersperceptionofsustainabilityadherestothegovernment,brandscantakeadvantageofthisopportunityandpromotesustainability-relatedcampaignsinaccordancetotheregimeandconsumers’desires.Theconceptsconsumersaremostawareofarewaste-sortingrecyclingandcarbon-neutrality.oExpandeditsreducingfoodwasteprogramtoover120KFCrestaurantsoInstalledassortedwastebinsin46citiesandprovidedcustomerswithsortingguidanceoLaunchedaPlasticReductionInitiative:“BeNatural,BeYou”oCreatedaSuperAppusedbyover28millionpeoplewhichrewardsactionsthatalignwith“TheJourneytoCarbonNeutrality”GreenerStore:o“Recycle”ismentioned11timesintheofficialstoredescriptiononStarbuck’swebsite,while“biodegradable“ismentionedonce.oThestoreusesrecycledcups,recyclablekitchenmaterials,andrecyclescoffeegroundsasfertilizer.oWoodrecycledfromShanghaiandBeijingstorerenovationswasusedtomakecountertopsandtables.redbikesareaonprecedentsincludetheownershipofelectricvehiclesandsolarpanelsChinaChina56%20%SouthKorea32%UK41%France32%59%vebutinterestedinfurutrepurchaseotinterestedinfuturepurchaseN=500internetusersuturepurchaseChinaChinahasthehighestownershipforbothEVandsolarpanelsamongothercountriesliketheU.S.,UK,SouthKorea,es45%ofpostssharedabelievethatglobal45%ofpostssharedabelievethatgloballivesandarewillingtotackletheproblem.ofnetizensdonothaveaclearstanceonOnly5%areenvironmentalnonbelieversorregardglobalwarmingasaconspiracy.Wehaveanalysedasampleof100postsonZhihurelatingtoclimatechange(全球变暖)andfindthatthemassmajorityofChinesenetizenspresentrelativelyunpolarizedperceptionsonglobalwarming.Whenmarketingenvironmentallyfriendlyproductssuchasplant-basedmeatorsustainablefashion,brandssTherelativelylownumberofenvironmentalactivistsinChinaisalsoreflectedinthelownumberofvegetarianswhoaredrivenbyenvironmentalreasons.However,theplant-basedmeatmarkethaspenetratedthemasseswhoeatmeatratherthanbeingdrivenpurelybythosewithplant-baseddiets.eightAnimalwelfareFlexitarianismispreferredinChinaoverbeingfullycommittedtovegetarianismorveganism,