Chinese Consumers and Sustainability

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MFAT (Ministry of Foreign Affairs and Trade) produce interesting, easy-to-read reports on a wide range of topics of interest to New Zealand exporters. One that got my attention recently focused on Chinese consumer perceptions about sustainability. China’s economy is looking a bit wobbly of late, and with our economy also looking a bit fragile, everyone is hoping that our exporters and tourism will pull us through these challenging times. Written by the New Zealand Consulate-General in Shanghai, it contains up-to-date information on the importance of sustainability for a Chinese consumer.

Here are some highlights of the report:

  • Chinese consumers prioritise personal health benefits over environmental concerns when making purchasing decisions.

  • Sustainability messaging can help brands command a higher premium, especially when linked to better health outcomes.

  • New Zealand has a natural advantage in promoting sustainability, but other countries also effectively emphasise their green credentials.

  • China's emphasis on healthy lifestyles presents opportunities for New Zealand, particularly in promoting ecotourism and durable products.

  • China's top-down approach to environmental challenges can quickly change companies' behaviour and drive sustainable practices.

  • Chinese consumers, especially the younger generation, increasingly care more about sustainability, particularly health and welfare.

  • Government and industry-certified labelling can strengthen consumer trust in sustainability messaging.

  • Wealthier Chinese consumers are pursuing healthier lifestyles, creating opportunities for New Zealand in eco-tourism and durable goods.

  • Chinese government policies are accelerating decarbonization and driving changes in industries like renewable energy and electric vehicles.

  • Businesses in China are responding to international sustainability benchmarks, particularly EU regulations, to stay competitive in global markets.

  • Chinese consumers are becoming more discerning and are seeking products with sustainable and environmentally friendly credentials.

  • New Zealand businesses can leverage the country's environmental credentials to add value and appeal to Chinese consumers, especially by linking sustainability with health benefits.