RISE：中国可持续时尚消费人群行为图谱2021-英文_35页_1mb

Summary of Chinese Sustainable Fashion Consumers' Behavior Patterns

Core Content

This report explores the behavior patterns of Chinese consumers in relation to sustainable fashion, based on research conducted by R.I.S.E. Sustainable Fashion Lab, initiated by Impact Hub Shanghai in 2017. The lab aims to co-create social value with industry stakeholders to drive sustainable transformation in the fashion sector. The report outlines ten key discoveries about consumer behavior, awareness, and preferences in sustainable fashion, emphasizing the need for a rational, inclusive, smart, and eco-friendly fashion industry.

Main Findings

Discovery 1: Consumer Value Priorities

• Consumers' value flows are between self-transcendence and self-enhancement.
• "Egoistic" and "hedonic" values still heavily influence consumer behavior.
• There is a cultural shift towards sustainability, but it is not yet fully realized.

Discovery 2: Sustainable Fashion Awareness

• Defined as a combination of awareness of sustainable development, awareness of the fashion industry, and consumption motivations.
• Measured using a Likert Rating Scale (1-5), with scores ≥3.5 indicating high awareness.
• Age groups 31-40 and 41-50 have the highest scores for "Sustainable Fashion Awareness" and "Sustainable Development Awareness."
• Younger consumers (20 years old and below) have the lowest scores for "Fashion Industry Awareness" and "Consumption Motivation," likely due to lower disposable income.

Discovery 3: Limited Knowledge and Misconceptions

• Most consumers have limited understanding of sustainability, even those with high awareness of sustainable fashion.
• Misconceptions exist about what sustainability entails, suggesting a need for more accessible and informative education.

Discovery 4: Product Features Over Sustainability

• When purchasing sustainable fashion products, consumers prioritize other features such as design, brand, and price over sustainability itself.
• Sustainability is not the primary decision factor for many consumers.

Discovery 5: Age-Related Focus Shift

• As age increases, consumers' focus shifts from "price" to "material."
• Younger consumers are more price-sensitive, while older consumers value the material and ethical aspects more.

Discovery 6: Age-Group Preferences

• Consumers aged 30 and below prioritize "life cycle" and "fair trade" as sustainable features.
• Older age groups (31-50) place more emphasis on transparency, environmental impact, and ethical production.

Discovery 7: Sustainable Materials Trend

• Innovative materials, beyond traditional natural fibers, are gaining consumer interest.
• There is a growing demand for materials that are both sustainable and functional.

Discovery 8: Hybrid Communication Channels

• A combination of physical stores and online platforms is essential for effective communication about sustainable fashion.
• Consumers prefer a multi-channel approach to access information and make informed decisions.

Discovery 9: Promotion Needs

• Consumers desire credible and relatable promotion.
• Marketing should be transparent and authentic to build trust and encourage sustainable purchasing.

Discovery 10: Industry Collaboration

• There is a need for collaborative efforts in setting industry standards, ensuring transparency, and providing accurate information.
• Informational platforms and industry stakeholders must work together to provide sustainable data to consumers.

Key Information

• Research Methodology: The study used quantitative surveys and focus group interviews. A total of 2,425 consumers were surveyed, with 99 industry professionals.
• Demographics:
  • 85% female, 15% male.
  • Age distribution: 20 and below (29%), 21-30 (52%), 31-40 (15%), 41-50 (4%).
  • Education: 67% have a bachelor's degree, 20% have a master's or higher.
  • Location: 42% in first-tier cities, 26% in new first-tier cities.
  • 49% have purchased sustainable fashion products, 15% have never done so, and 37% are unsure.
• Sustainable Fashion Awareness Score: 4.06 on average, with 91% scoring above 3.5.
• Sustainability Awareness: Age group 20 and below has the highest score (4.46), but knowledge is vague.
• Fashion Industry Awareness: Age group 31-40 has the highest score (4.13), followed by 41-50 (4.15).
• Consumption Motivation: Age group 31-40 has the highest score (4.15), indicating a stronger intent to act sustainably.

Conclusion

The report highlights that while there is growing awareness and interest in sustainable fashion among Chinese consumers, there are still significant gaps in knowledge and understanding. Consumers are influenced by a mix of self-transcendence and self-enhancement values, and they often prioritize other product attributes over sustainability. The findings suggest the need for better education, credible promotion, and industry collaboration to support sustainable consumption. R.I.S.E. Sustainable Fashion Lab continues to advocate for a more rational, inclusive, smart, and eco-friendly fashion industry.