NMI Releases New 2019 China Consumer Sustainability Report

For Immediate Release



NMI (Natural Marketing Institute) a leading research and global intelligence provider to brands and corporations, is pleased to present its New 2019 China Consumer Sustainability Report.

Since 2002, NMI provides consumer research devoted to understanding values and behaviors across health, the environment and corporate social responsibility, and their impact on purchase!

49 pages of NMI research, study supported, current consumer insights with data and analysis, including charts, graphs, illustrations!

For this study, conducted in early 2019, NMI conducted a quantitative survey to understand a series of sustainable attitudes and behaviors among general population adults 18+ as part of an initiative to gauge global engagement in various sustainability and environmental dimensions.

Summary Insights

  • Specific consumer segments in the population exhibit various shades of green that are led by the “greenest” segment, the LOHAS consumer, who is integral in driving sustainability to the mainstream.
  • An overwhelming majority of Chinese consumers report feeling more responsible for protecting the environment today than they have in the past.
  • Chinese consumers are in search of information on how they can protect the environment.
  • Demand for product transparency is on the rise; keeping as many company practices aligned with sustainability across the product/ service life cycle.
  • A level of skepticism persists regarding benefits of “green” products over conventional ones.
  • A level of peer pressure also exists among a portion of Chinese consumers, which may have positive consequences if it serves to engage others to act environmentally.
  • Globalization will drive the need for more alignment of fair labor practices, ecosystem protection, sustainable farming, energy resourcefulness and other practices which are creating consumer concern.
  • Technology and services to help consumers monitor energy consumption, manage food waste, among others, will continue to innovate, putting more control into consumers’ hands.

Sustainability Consumer Segmentation

Consumer segments in the general population exhibit various shades of ‘green’ based on their levels of environmental and sustainable engagement. While some consumers have ‘deep green’ consciousness, there are varying levels among consumers within the population of China.

The consumer segment within the population which is considered the ‘greenest’ segment is the LOHAS (Lifestyles of Health and Sustainability) consumer who is integral in helping to drive sustainability into the mainstream. Other segments within the population also hold ‘green’ attitudes and participate in ‘green’ behaviors which are differentiated by their motivations.

Table of Contents: Methodology, Summary Insights, Sustainability Segments, Consumer Engagement, Consumer Concerns, and Energy Savings

Methodology: Conducted Online, 30 Minute Interviews, 1,000 +/- general population respondents

Study/Data collection: March 14, 2019 – April 10, 2019

Report published: May 2019

NMI Sustainability Databases: Global trending since 2005 in 23 countries with 150,000+ consumer interviews. USA trending since 2002 with 54,000+ consumer interviews

To view NMI’s 2019 China Consumer Sustainability Report click here