DATAMONITOR VIEW 1
Catalyst 1
Key findings 1
ANALYSIS 3
Attitudes and beliefs 3
Motivations and priorities 6
Comparative industry responsibility 8
Analysis of behavior related to particular industries 10
Domestic energy use 10
Lifestyle and shopping behaviors 16
Travel and transport behaviors 20
Scores benchmarking 25
Using the same method as in Figure 18, this chart identifies Chinese consumers' level of 'greenness as high compared to their counterparts in other Asia Pacific countries. In relation to shopping and lifestyle behaviors China out performs all other nations considerably. The Chinese mode score, in relation to shopping and lifestyle behaviors, is lower than the same score in relation to energy behaviors. This indicates that a larger proportion of Chinese consumers surveyed achieved a high score in relation to shopping and lifestyle behaviors. Australia and Japan score significantly lower than both the mode and mean of other countries in the region, indicating a much lower level of receptiveness to adopting green behaviors such as buying groceries online, recycling and repairing household products instead of buying new products. 26
As in the previous Figures, Chinese consumers achieve the highest green score in the Asia Pacific region, in this case in relation to travel and transport behaviors. The Chinese mode score of 7.5 for travel and transport behaviors is the highest of the three types of score represented here. According to our results, the Chinese consumer market is therefore most active in making green choices in relation to travel and transport behaviors. There are significant business opportunities in enabling Chinese consumers to further adopt environmentally friendly behaviors in the future. 27
Green behavior trends 28
Domestic energy use 28
Lifestyle and shopping behaviors 32
Travel and transport behaviors 34
APPENDIX 36
Methodology 36
Ask the analyst 37
Datamonitor consulting 37
Disclaimer 38
List of Figures
Figure 1: Introduction 3
Figure 2: Attitudes and beliefs 4
Figure 3: Key environmental issues 5
Figure 4: Reasons for making green choices 6
Figure 5: Drivers of green adoption 7
Figure 6: Sector-based ranking: potential to impact the environment 8
Figure 7: Adoption of green practices: energy 12
Figure 8: Adoption of green energy tariffs 13
Figure 9: Overall distribution of consumers by green score: energy 14
Figure 10: Green behavior by consumer segment: energy 15
Figure 11: Adoption of green practices: lifestyles and shopping 17
Figure 12: Overall distribution of consumers by green score: lifestyles and shopping 18
Figure 13: Green behavior by consumer segment: lifestyles and shopping 19
Figure 14: Adoption of green practices: travel and transport 21
Figure 15: Influence of environment friendliness and carbon footprint when buying a new car 22
Figure 16: Overall distribution of consumers by green score: travel and transport 23
Figure 17: Green behavior by consumer segment: travel and transport 24
Figure 18: Country benchmarking: energy 25
Figure 19: Country benchmarking: shopping and lifestyle 26
Figure 20: Country benchmarking: travel and transport 27
Figure 21: Consumers' behavioral trends compared to 2010: energy 28
Figure 22: Consumers' behavioral trends: willingness to pay more for electricity at home if provided in an ethical and environmentally friendly way 30
Figure 23: Behavioral trends by consumer segment: energy 31
Figure 24: Consumers' behavioral trends compared to 2010: lifestyles and shopping 32
Figure 25: Behavioral trends by consumer segments: lifestyles and shopping 33
Figure 26: Consumers' behavioral trends compared to 2010: travel and transport 34
Figure 27: Behavioral trends by consumer segment: travel and transport 35
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