China: understanding of sustainable consumption

According to a survey about Chinese consumers' behaviors conducted between February and March 2021, around 83 percent of respondents have said that brands should make it easier for consumers to buy sustainably. Meanwhile, around 80 percent of respondents claimed that the government should promote sustainability and overall ethical consumption.

Understanding of sustainable consumption among consumers in China as of March 2021

Characteristic	Share of respondents
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Release date

September 2021

More information

Region

China

Survey time period

February 25 to March 5, 2021

Number of respondents

820 respondents

Age group

18 years and older

Special properties

among Chinese consumers

Method of interview

Online survey

Supplementary notes

The survey was conducted in China and globally in ten waves in the time between December 2020 and February 2021, with 25,444 consumers in 22 countries in total.

The average age distribution of the Chinese respondents was as follows: 18 percent aged between 18 and 24 years, 26 percent between 25 and 31 years, 26 percent between 32 and 39 years, 24 percent between 40 and 55 years, 5 percent between 56 and 69 and one percent aged 70 years and older.

Concerning the average distribution by location of the Chinese respondents: the majority of respondents was situated in urban areas of big cities, with 77 percent share. 10 percent of respondents were from suburban areas in big cities, 11 percent of respondents from small or medium sized towns, and 2 percent came from rural areas.

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