{"id":14269,"date":"2024-07-03T06:30:14","date_gmt":"2024-07-03T06:30:14","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=14269"},"modified":"2025-04-23T08:59:36","modified_gmt":"2025-04-23T08:59:36","slug":"how-to-talk-to-chinese-consumers-about-sustainability","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-talk-to-chinese-consumers-about-sustainability\/","title":{"rendered":"How to talk to Chinese consumers about sustainability"},"content":{"rendered":"

Do Chinese consumers have the same sustainability concerns as their Western counterparts? What drives their purchasing decisions when it comes to sustainability? It\u2019s clear that sustainable brands will increasingly have the edge in 2024 and beyond, so how should you communicate with Chinese consumers about the credentials of your products?<\/h2>\n

Like people in countries all over the world, Chinese consumers are experiencing the effects of climate change and unmanaged waste products first-hand and are concerned about the future. To varying degrees, these concerns are now translating into greater consideration of the sustainability credentials of brands and, ultimately, purchasing intentions.<\/p>\n

Moreover, the Chinese government is driving green initiatives from the top down as part of its goal of reaching peak carbon emissions by 2030 and carbon neutrality by 2060. Electric vehicle subsidies, waste sorting schemes and bans on single-use plastics have all had an impact on consumer behaviour.<\/p>\n

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What are the sustainability concerns of Chinese consumers?<\/strong><\/h4>\n

The lack of large-scale public environmental activism in China can paint a picture of a consumer base disinterested in sustainability, but this is not the case. According to a survey by accounting and consulting firm Forvis Mazars, three quarters of Chinese consumers have engaged in sustainable consumption, and an equal proportion feel they are proactive in learning about brands\u2019 sustainability initiatives. Perhaps more importantly for companies in China, 80% of the consumers Forvis Mazars surveyed believe that their loyalty to a brand would increase if sustainability measures were in place.<\/p>\n