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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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