Unveiling the Sustainability Gap: Chinese vs. Western Consumer Perspectives
©Tyler Casey
In recent years, sustainability has become a central focus in both Chinese and Western societies. With China's ambitious carbon neutrality goals and the growing global awareness of environmental issues, understanding consumer preferences and behaviors surrounding sustainability has become increasingly crucial.
Deloitte recently released a whitepaper on the "Sustainability" Difference between China and the West from Consumers' Perspective, shedding light on the nuanced differences between Chinese and Western consumers in their approach to sustainability. Let’s dive into the key findings!
Key Finding 1: Chinese and Western consumers are at different stages of sustainability
As sustainable consumption gains more visibility and educational efforts intensify, a growing number of Chinese consumers are embracing sustainability concepts. However, their understanding remains largely centered around environmental sustainability. In contrast, Western consumers tend to integrate social and governance factors into their sustainability considerations as well.
Key Finding 2: Chinese and Western consumers have different concerns about sustainable behaviour
Both Chinese and Western consumers recognize the importance of waste reduction and recycling. Consequently, consumers in both China and the UK prioritize sustainability initiatives such as minimizing food waste and reducing single-use plastics. However, there is a distinction in their priorities. While UK consumers place significant emphasis on recycling domestic waste, Chinese consumers show a greater concern for green and low-carbon mobility. This includes efforts to reduce reliance on private cars and air travel, opting instead for shared mobility solutions.
Key Finding 3: Chinese and Western consumers share the same views on the attributes of a sustainable product
Both Chinese and Western consumers prioritize the practical advantages of sustainable products, particularly in terms of durability and ease of repair. Research indicates that consumers in both regions highly value these attributes when making purchasing decisions. This emphasis on durability and repairability stems from the recognition that longer-lasting products facilitate cost-effective consumption and contribute to a sustainable lifestyle.
Key Finding 4: Chinese and Western consumers have similar pain points when it comes to paying for "sustainability"
Both Chinese and Western consumers face challenges with the higher cost associated with sustainable consumption. Additionally, uncertain economic conditions dampen consumer willingness to invest in sustainable products, leading to more conservative purchasing behaviors, particularly among UK consumers. Moreover, Chinese consumers highlight limited access to information as another barrier affecting their ability to engage in sustainable consumption practices.
Understanding Chinese Consumers' Sustainability Values
©Markus Spiske
Consumers of all ages in China prioritize resource conservation and waste reduction, yet their sustainable consumption values are influenced by generational differences and diverse information sources:
Generation X and Generation Y consumers, shaped by traditional culture and education, approach sustainable consumption with rational analysis and judgment. They prioritize environmental and ecological conservation as core values.
Generation Z consumers, exposed to advanced network technologies and social media platforms, are more open to new ideas and experiences. They place a higher value on personal experiences in sustainable consumption and readily express their opinions on personalized topics.
As sustainability becomes increasingly integral to consumer preferences, multinational and domestic consumer goods companies must adapt their strategies to align with evolving consumer values. By leveraging insights from Deloitte's research and embracing sustainable strategic layouts, companies can seize emerging market opportunities and lead the charge toward a more sustainable future.
