Young Chinese shoppers’ sustainability disconnect
A report released by Shanghai’s R.I.S.E. Lab during Shanghai Fashion Week in October, titled Chinese consumers of sustainable fashion in a post-covid-19 era, found that Chinese shoppers born after 1990 are not currently sustainable fashion’s “key” consumers.
This is due to the fact that these consumers “have less awareness [of sustainability]” compared to those born between 1980 and 1990, the report said. The report also listed a lack of financial independence among those born after 1990 as a crucial reason for their not purchasing sustainable products.
Chinese consumers’ sustainability awareness ranks higher than their sustainable actions, generally, R.I.S.E. Lab found. While 71% of total respondents agreed with the statement: “I hope to purchase sustainable products to offset my negative impact on climate change,” only 29% of respondents had made such purchases.
Image: Stella McCartney.
