Consumer Insights report
This report provides detailed insights into attitudes, consumer behavior and brand perception with regard to sustainability in the categories of food & beverages, beauty & personal care, and fashion. It is based on the representative survey "Sustainable Consumption 2021" and covers sustainable eCommerce as well as drivers and barriers of sustainable consumption. A total of 1,036 people from China aged 16 and over were surveyed for the study.
Topics include:
In China, sustainability is seen as a decision-forming purchase criterion and as a topic that is meant to stay
Only a 17% minority thinks that sustainability is a buzzword and will lose importance in the future. A somewhat larger group feels skeptical about sustainability: one out of four states that sustainability claims are exploited by brands for the benefit of selling products more expensively. Nevertheless, many regard sustainability as an important purchase criterion: approximately 35% of those surveyed name sustainability as an important factor for purchasing decisions in all categories. However, quality is especially prioritized in all categories. Regarding fashion purchases, comfort is as important as quality.
Brands with a negative sustainability policy are at risk of being canceled
Brands and stores with poor sustainability policies tend to be avoided or even boycotted by customers: in all sectors, nearly every fourth consumer who changed purchase behavior for sustainable reasons indicates that a lack of sustainability led them to stop buying a certain brand. Consumers are willing to go even further: 17-19% of respondents boycotted a brand or store due to its substandard sustainability policy.
Good prospects for sustainable eCommerce
43% of online shoppers have not returned a single package in the past year. In addition, 80% say they would be willing to pay more for delivery if CO2-neutral shipping were guaranteed in return. Sustainable aspects certainly play a role in eCommerce: more than 40% indicate minimal packaging waste as an important delivery criterion. However, free and fast shipping and free return shipping are far higher up the priority list.
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