Shanghai residents perceptions and behaviors on

living sustainably

上海居民关于可持续生活的观念和行动

Presented by: GoodtoChina

为可持续发展创造市场和需求

主讲人：GoodtoChina

Sustainability study among shanghai’s

urban residents

Goals

Take the pulse on key sustainability behaviors and perceptions that can

influence environmental impact

Areas explored :

• Product: source material, manufacturing

• Recycling

• Food + Water

• Energy

• Transport

Timing : March 09 – November 09 2009 3 11

Method : 400 households 400

Creating markets and demand for sustainable impact

The top five things you would like to buy if money

was no problem.

Creating markets and demand for sustainable impact

Houses

Cars

Computers

Electronics

Findings :

So what’s big about sustainable living?

FutureGreater Impact?

巨大影响？

Global Competitive

Citizens世界居民

Personally can help reduce

pollution 82%

认为自己能为环境污染出力 82％

Creating markets and demand for sustainable impact

BUY

消费

RESPONSIBLE

责任

Room for sustainable evolution…where?

Product Information

Sparse

Recycling Patchy

40% General recycle

40

80% paper & cardboard

80

Food + Water

Not Safe don’t drink tap

95% 66%

Housing-Energy

Not Comfortable

70% want change

Transportation

Pollution to explode

Car is king!汽车一统天下

Creating markets and demand for sustainable impact

Infrastructure基础设施

Product产品

Messaging信息Incentives刺激措施

Product info choice, what would you like to know?

pick 2 most important

• Best way to recycle

• % that can be recycled

• % sustainable resources used

• Level of CO2 emitted

• Level of other toxic gases

Creating markets and demand for sustainable impact

Influence choice影响选择的因素

1. Make product choice easy for me!

Packaging detail 包装信息

Creating markets and demand for sustainable impact

Made

Sustainable

Materials

59%

China

Made

39%

Local

Materials

17%

Local

Made

55%

Foreign

Made

33%

Fair Working

conditions

10%

What percentage of Shanghai residents

would be prepared to change their

recycling habits?

Creating markets and demand for sustainable impact

2.Motivate Recycle Profit

Provide Big city comparisons

(>50%)

Compete:

Globally

Nationally

Locally

Communicate

% of product recycled

(70%)RECYCLING

Creating markets and demand for sustainable impact

What percentage of Shanghai residents

think their food is unsafe?

Creating markets and demand for sustainable impact

3. Food and Water: the heart of our

health

Better Tasty

味道更好24%

Creating markets and demand for sustainable impact

What production method would you

choose for your electricity (price equal)?

Coal

Solar

Nuclear

Wind

Hydro

Don’t Care

Creating markets and demand for sustainable impact

4.Energy of choice

Solar太阳能 84%

Wind风能 53%

Hydro水能 35%

Nuclear核能16%

Coal煤炭

7%

D/k其它

8%Creating markets and demand

for sustainable impact

What do you believe will be the most

significant change in your daily life in the next

5 – 10 years?

5 10

Creating markets and demand for sustainable impact

Car is king…

Biggest changes in projected behavior…

5. Transport the way forward &

hmmm back….

Expectation increase

of usage to double

CAR TRANSPORT

Reduction

in

all modes of

PUBLIC + bike + walk

Creating markets and demand for sustainable impact

What concepts motivate sustainable change?

Good air quality 82%

Less pollution:

Globally, Nationally, Locally

Less river pollution

Energy and water reduction

Safe food, water, products

Comfortable living

conditions

Inside air qualityCreating markets and demand

for sustainable impact

The News

There is awareness…

There are key motivators….

There is desire to do the right thing…

………

There are huge gaps…

There are huge opportunities and markets…

Creating markets and demand for sustainable impact

Creating markets and demand for sustainable impact

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