Nearly 3 of 4 Chinese shoppers willing to switch to more sustainable brands

This is more common amongst younger consumers. 

Around 74% of Chinese consumers are willing to switch to brands that give emphasis on sustainability and corporate responsibility, KPMG reported.

In a 2023 report, Luxury Redefined, KPMG found that younger consumers (age 34 and below) are more likely to prioritise purchasing sustainable brands (29%) than shoppers in older age groups (23%). 

“If you want to compete on a global level you have to take into account consumer demand for more sustainable practices among younger generations,” Stefania Lazzaroni, General Manager of Altagamma, said in the report.

Read more: Is Gen Z becoming the bigger spender in China?

“Consumers have changed and especially in emerging markets the luxury industry is increasingly catering to younger customers. That means you have to be a leader in the way you ethically conduct your business.”

The report that surveyed 2,653 respondents across eight key cities in China also found that more than 50% provided slightly uncertain answers on whether they are willing to make the switch to sustainable brands.