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.

“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.

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KPMG

China retail sector

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