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CopyrightNotice

R.I.S.E.SustainableFashionLabownsthecopyrightinandtoallcontentintheChineseSustainableFashionConsumers'BehaviorPatternsreport,withallrightsreserved,includingtherightofpublicity.Youarepermittedtoshareexcerptsandoranycontentfromthisreportonlyfornon-commercialpurposes,providedthatyouincludeproperattribution.Thisreportisnotpermittedforanycommercialpurposesoruse.

R.I.S.E.SustainableFashionLabwasinitiatedbyImpactHubShanghai,aimingtoco-createwithinnovativechange-makersandpractitionersfrombrands,manufacturers,retailers,etc.,tohelppromotesustainabledevelopmentinthefashionindustrythrough"Insight""Connection"and"Advocacy."Topromoteapositiveandinteractiveexperiencebetweenbrandsandconsumers.WeestablishedRERISESustainableFashionGuidancePlatformsomorepeoplecanparticipateinthesustainabletransformationofthefashionindustry,andmakethefashionindustrymoreRational,Inclusive,Smart,andEco-friendly.

Authors:YijiaDu/XinyaoLiang/MingyanLi/XiaoyuShi/YingZheng/XiangxiangChen/RuiyuLuo

ExpertAdvisor:LingFeng,DeputySecretary-GeneralofHuaminCharityFoundation,andExecutiveSecretaryofBeijingYideSocialDevelopmentCenter

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1

ChineseSustainableFashionConsumers'BehaviorPatterns

Preface

OnJuly20,2021,Zhengzhou,China,washitbyadisastroushurricane,withamaximumrainfallof201.9mmperhour,breakingmainlandChina'shistoricalrecordofthehighesthourlyrainfallandresultingin292deathsand53.2billionCNYeconomiclosses.Chinaisnottheonlycountryaffectedbyextremeclimatedisasters.Thisyear,severeweatherconditionshaveaffectedcountriesworldwide:torrentialrainsinIndia,floodingincentralandwesternEurope,andwildfiresinNorthAmerica.Extremetemperaturechangesareonlythefirstsignsofclimatechange.Climatedisasterssuchasfloods,typhoons,wildfires,andstormsthataffectthelivesofallhumanityarebecomingincreasinglysevereduetoclimatechange.

Theparticipationofcountries,governments,businesses,financialinstitutions,companies,andindividualsisessentialtoaddressingclimatechange.

LocatedinShanghai,amulti-fashionmetropolis,ImpactHubShanghaihasfocusedonsustainablefashionsinceitsinceptionin2017.Theglobalfashionsupplychainisapredominantcontributortoclimatechange.Fashionandclothesarecloselyrelatedtoconsumers'lifestyles.Forthatreason,in2020,ImpactHubShanghailaunchedR.I.S.E.SustainableFashionLab--aninnovativeexperimentatsocialvalueco-creation.

WeobservethatinnovativepractitionersinChinafromallsectorsofthefashionindustrysupplychain,fromthematerial,design,production,sales,andrecycling,havebeguntoreducetheirnegativeimpactonsocietyandtheenvironment.Itishardtoconnectandintegratesustainabledevelopmentinallsectorsbecauseofthecomplexityofthefashionsupplychain.Welaunchedthe"RISEUP"SustainableDesignChallenge,initiatingchangeatthebeginningofthesupplychain-designdevelopment.Wewanttoinspiredesignerstoconsiderthelifecycleofproductsthroughoutthedesignprocessbyimplementingsustainablematerialsanddesignmethods.Weorganizedindustrysummitsandforumsfordesignersthatencourageactivecollaborationbetweenallsupplychainpartiestoparticipateinsustainabledevelopment.

However,thereisadegreeofmisalignmentbetweenconsumerperceptionandindustrialchanges,whereconsumersareconcernedthattheycannotaffordsustainablefashion.Ontheotherhand,withtheincreasingawarenessofsustainableconsumption,moreandmoreconsumersareconcernedaboutconceptsofenvironmentalprotection,sustainabledevelopment,andcirculareconomy.Incontrast,manyconsumersareunsureabouthowtobuyreliable,sustainableproducts.In2021,welaunchedtheRERISESustainableFashionGuidancePlatform,whichefficientlyhelpsChineseconsumersfindandpurchasesustainablefashionconsumptiondecisionsbyestablishingasustainableevaluationsystemforproductsandaccurateproductinformation.Tohelpconsumersrealizetheirconsumptiondecisionscansignificantlyimpactbusinessdevelopment,theenvironment,andsociety.

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ChineseSustainableFashionConsumers'BehaviorPatterns

Basedonourcompleteunderstandingoftheneedofallkeyplayersinthefashionsupplychain.Ultimately,consumersareattheendofthesupplychain,whichhasalwaysbeenourpriorityamongthekeyplayerswithinthefashionsupplychain.Therefore,afterthelaunchofR.I.S.E.SustainableFashionLabin2020,thefirststepwastobuildafoundationforfuturebrandsandconsumersbasedonresearchandanalysisofChinesesustainablefashionconsumerbehaviors.ItwaspublishedonImpactHub'sglobalnetworkandreprintedandcitedbymorethan30industrymediapublicationsworldwide,includingVogueBusinessU.K.andtheDailyEconomicNews,withatotalof3millionreadings.

Thisyear,wearefocusingonsustainablefashionconsumersonceagain.Throughresearchandanalysis,wesummarizedtenthemesworthexploringandinvestigating,andsharingwitheveryoneinterestedinsustainabledevelopment:

Discovery1:Thepriorityofconsumers'valueflowsbetweenself-transcendenceandself-enhancementvalues.Currently,itisdifficulttoeliminatetheimpactof"egoistic"and"hedonic”valuesbehindconsumerism.

Discovery2:Evaluationcriteriafor"SustainableFashionAwareness."

–Insightsgainedfromobservingconsumersfromdifferentagegroups.

Discovery3:Mostconsumershavelimitedknowledgeandmisconceptionsaboutsustainability.

Discovery4:Whenbuyingsustainablefashionproducts,consumersvalueotherproductfeaturesratherthansustainability.

Discovery5:Consumers'focusonfashionproductsshiftswiththeincreaseofage:

from"price"to"material."

Discovery6:Consumersofdifferentagegroupsprioritizedifferentsustainablefeaturesof

afashionproduct.Consumers30yearsoldandbelowaremostconcernedwith"lifecycle"

and"fairtrade"sustainablefeatures.

Discovery7:Sustainablematerialstrend.

Innovativematerialssparkconsumers'interest,apartfromtraditionalmaterialsmadefrom"naturalfibers."

Discovery8:CommunicationChannels:Ahybridmodelcombiningbothphysicalstoresandonlinecommunicationchannelsiscrucial.

Discovery9:Promotion:Consumerswantcredibilityandrelatability.

Discovery10:Industrystandards,transparency,andinformationalplatformsneedtoprovidesustainableinformationcollaboratively.

Wearethrilledtoseemorepeopleparticipatinginthissustainablerevolutionofthefashionindustry.Likeourname"R.I.S.E.,"weadvocateforamoreRational,Inclusive,Smart,andEco-friendlyfashionindustry!

YijiaDu

ManagingDirector,R.I.S.E.SustainableFashionLab

Partner,SustainableFashion,ImpactHubShanghai

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ChineseSustainableFashionConsumers'BehaviorPatterns

Background

Theglobalfashion,garment,andtextilesupplychain'sannualcarbonemissionsaccountforabout10%ofthetotalglobalcarbonemissionsandabout20%oftheglobalwaterwaste,whichexceedsthetotalcarbonemissionsoftheaviationandairfreightindustries.Duetotheincreasingseverityofglobalwarming,thefashionindustryurgentlyneedsasustainablerevolution.Thenon-profitorganizationGlobalFashionAgendaandMcKinsey&Companyjointreportpointedoutthattoachievethegoalssetinthe2015ParisAgreement

–tolimitglobalwarmingtemperaturesto1.5°C.Thefashionindustrymustloweritscarbonemissionsbyhalf.Drivenbythisgoal,brandsinthefashionindustryhavedevelopedsustainablestrategies.In2019,32globalfashionandtextileindustrygiantssignedthe"FashionConvention"inFrance,promisingtoreachthegoalofusing100%renewableenergyby2030andnet-zeroemissionby2050.

WiththecurrentimplementationofsustainablegoalsinChina,PresidentXiJinpingputforththeirclimateactioncommitmentsofreachingcarbonpeakby2030andcarbonneutralityby2060intheUnitedNationsGeneralAssemblyin2020.Allindustrieshaveactivelysupportedthissustainabledevelopmentinitiative.Thepandemicactedasacatalystthathelpedawakenconsumers,followingtheriseofsustainabilityacrosstheglobalfashionindustry,withthedeclineofthefastfashionmarketandtheincreaseofemergingsustainablebrands,whichmarksthebeginningofasustainablefashiontransformationinChina.

1McKinsey&Company,&GlobalFashionAgenda.(2020).FashiononClimate:Howthefashionindustrycanurgentlyactto

reduceitsgreenhousegasemissions.

2TheFashionPact,(2020).TheFashionPact:Firststepstotransformourindustry.

4

TableofContent

PARTI

1.ResearchMethodology

1.1SurveyandInterviewsofConsumers

1.2SurveyofIndustryProfessionals

2.TheoreticalFramework

3.RelevantTerminologyandConcepts

3.1SustainableFashion

3.2SustainableFashionAwareness

3.3Variables

4.DemographicInformationofSamples

PARTII

Values

Chapter1:GettoKnowChineseSustainableFashionConsumers

Discovery1:Thepriorityofconsumers'valueflowsbetweenself-

transcendenceandself-enhancementvalues.Currently,itisdifficultto

eliminatetheimpactof"egoistic"and"hedonic”valuesbehindconsumerism.

Awareness

Discovery2:Evaluationcriteriafor"SustainableFashionAwareness."

–Insightsgainedfromobservingconsumersfromdifferentagegroups.

Discovery3:Mostconsumershavelimitedknowledgeandmisconceptions

aboutsustainability.

Chapter2:SustainableFashionProductsthatConsumersWant

Discovery4:Whenbuyingsustainablefashionproducts,consumersvalue

otherproductfeaturesratherthansustainability.

Discovery5:Consumers'focusonfashionproductsshiftswiththeincreaseof

age:from"price"to"material."

Discovery6:Consumersofdifferentagegroupsprioritizedifferentsustainable

featuresofafashionproduct.Consumers30yearsoldandbelowaremost

concernedwith"lifecycle"and"fairtrade"sustainablefeatures.

Discovery7:Sustainablematerialstrend.

Innovativematerialssparkconsumers'interest,apartfromtraditionalmaterials

madefrom"naturalfibers.”

Chapter3:SustainableFashionInformationthatConsumersNeed

Discovery8:CommunicationChannels:Ahybridmodelcombiningboth

physicalstoresandonlinecommunicationchannelsiscrucial.

Discovery9:Promotion:Consumerswantcredibilityandrelatability.

Discovery10:Industrystandards,transparency,andinformationalplatforms

needtoprovidesustainableinformationcollaboratively.

PARTIII

1.References

2.LimitationsandDelimitations

3.Acknowledgements

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ChineseSustainableFashionConsumers'BehaviorPatterns

1.ResearchMethodology

SurveyandInterviewsofConsumersThisreportusesresearchmethodssuchasquantitativesurveysandfocusgroupinterviewstoanalyzetheuniquecharacteristicsandbehaviorpatternsofChinesesustainablefashionconsumers.Thesurveycomprises25questions,splitintofourparts:personalbackgroundinformation,consumerbehaviorandhabits,sustainablefashionawareness,andsustainablefashionconsumptionstatus.

ThesurveywasdistributedtosamplegroupsfromApril1,2021,toMay1,2021,throughtheofficialWeChatplatformofR.I.S.E.SustainableFashionLabandpromotionalpartners.2,446sampleswerecollected.Sincetherewereonly21samplesovertheageof50,whichisnotstatisticallysignificant,theywereremovedfromthesamplesize,accountingforafinalsamplesizeof2,425intotal.

Tofullyunderstandconsumers'thoughtsonsustainablefashion,one-on-onein-depthinterviewswereconductedwithafocusgroupof10consumersfromthesample.

SurveyofIndustryProfessionalsThisreportsurveyedsustainablefashionbrandsinChinatoinvestigateandanalyzethedifferencebetweentheindustryprofessionals'understandingoftheirtargetcustomers,andtheuniquecharacteristicsandbehaviorpatternsextractedfromtheconsumersamplesofthisreport.Thesurveywasdistributeddirectlywithafinalsamplesizeof99intotal.

2.TheoreticalFramework

Accordingtothe"value-attitude-behaviormodel",andthe"value-attitude-intention-behaviormodel”3andbasedonthesocialcognitivetheory's"feedbackloop”4,a"cognition-intention-behavior-feedback"modelwasestablished.BasedontheTheoryofReasonedActionandPlannedBehavior,5anindividual'sbehavioralintentioncaninfertheirbehavior.Theindividual'sbehavioralintentionisdeterminedbytheirattitudetowardsthebehaviorandsubjectivecriteria.

3Follows,S.&Jobber,D.(2000).EnvironmentallyResponsiblePurchaseBehaviour:ATestofAConsumerModel,EuropeanjournalofMarketing,34,741.

4Phipps,M.etal.(2013).UnderstandingtheInherentComplexityofSustainableConsumption:ASocialCognitiveFramework,JournalofBusinessResearch,66,1229.

5Ajzen,I.&Fishbein,M.(2005).TheInfluenceofAttitudesonBehavior,TheHandbookofAttitudes,194.

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ChineseSustainableFashionConsumers'BehaviorPatterns

3.RelevantTerminologyandConcepts

Theglobalfashionindustrydoesnothaveaclearconsensusonthedefinitionof"sustainablefashion"andindustrysustainablestandards.InChina,"sustainablefashion"isanemergingconcept.Therearesignificantdifferencesinindustryprofessionals'andconsumers'perceptionsandunderstandingof"sustainablefashion."Tounderstandthecurrentstateofawarenessandunderstandingof"sustainablefashion"amongdifferentbeneficiaries,wedidnotexplicitlydefine"sustainablefashion"inoursurveyquestionsandinterviewswithconsumersandindustryprofessionals.However,tofacilitateclearunderstandinginthisresearchreport,afterdiscussionswithexpertsandscholars,"sustainablefashion"inthisstudyisdefinedasfollows:

SustainableFashionReferstotheprocessthatencouragesthefashionindustrythroughenvironmental,social,economic,andculturaldevelopmentstoprotecttheecologicalenvironmentandimprovesocialequality—reducingnaturalresourcesconsumption,environmentaldegradation,andenvironmentalpollutioninthesupplychainandproductlifecycle.Sustainablefashionappliestofashionproducts(textiles,clothing,footwear,bags,accessories)andallsectionsofthefashionsupplychainfromdesigndevelopment,production,consumptiontorecycling,includingconsumers'understandingandsupportforsustainablefashionproducts.Sustainablefashionmaximizesproductvalue,extendingmaterialslifecycle,increasingdurability,recycling,andreuse,reducingtheenvironmentalimpactofdesign,production,consumption,andmore.Ontheotherhand,protectinglaborrightsandanimalrightsinthesupplychaintoencouragesocialequityisalsoanaspectofsustainabledevelopment.

SustainableFashionAwarenessTomeasureindividualbehavior'sattitudesandsubjectivecriteria,thisstudyintroducestheconceptof"SustainableFashionAwareness."Bydefinition,"SustainableFashionAwareness"determinesanindividual'sbehaviorandpreferencetowardssustainablefashionproducts.ThisstudyusestheLikertRatingScaletomeasureconsumers'awarenessofsustainablefashionfromthreedimensions:awarenessofsustainabledevelopment,awarenessofthefashionindustry,andconsumptionmotivations.Thesamplesaremeasuredonascaleof1to5,equaltoorhigherthan3.5,indicatinghighawarenesslevels,andlowerthan3.5indicateslowlevelsofawareness.

VariablesThisreportinvestigatestherelationshipbetweensustainablefashionconsumptiondecisionsandvariousfactors,frompopulationstatisticsandsituationaldimensions.

PopulationStatisticsDimension:gender;age;city;education;incomeandexpenditure;maritalstatus

SituationalDimension:price;design;brand;marketing

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ChineseSustainableFashionConsumers'BehaviorPatterns

4.DemographicInformationofSamples

Samples

SampleSize

2425People

Gender

Male:Female=15:85

{20YearsOldandBelow}29%

Age

{21-30YearsOld}52%

{31-40YearsOld}15%

{41-50YearsOld}4%

Education

67%BachelorsDegree

20%MastersDegreeandAbove

Location

FirstTierCity42%

NewFirstTierCity26%

Students57%

WorkExperience

WorkingProfessionals43%

FashionRelatedIndustry5%

SustainabilityRelatedIndustry9%

MaritalStatus

Single82%

Married14%

HaveChildren10%

AnnualIncome

AnnualIncomeAbove100kCNY29%

AnnualIncomeBelow50kCNY54%

HavePurchasedSustainableFashionProducts49%

ConsumptionBehavior

HaveNeverPurchasedSustainableFashionProducts15%

NotSureIfTheyHavePurchasedSustainableFashion

Products37%

SustainableFashionAwareness

4.06

SustainableDevelopmentAwareness

4.46

FashionIndustryAwareness

3.57

ConsumptionMotivation

4.15

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TableofContent

PARTI

1.ResearchMethodology

1.1SurveyandInterviewsofConsumers

1.2SurveyofIndustryProfessionals

2.TheoreticalFramework

3.RelevantTerminologyandConcepts

3.1SustainableFashion

3.2SustainableFashionAwareness

3.3Variables

4.DemographicInformationofSamples

PARTII

Values

Chapter1:GettoKnowChineseSustainableFashionConsumers

Discovery1:Thepriorityofconsumers'valueflowsbetweenself-

transcendenceandself-enhancementvalues.Currently,itisdifficultto

eliminatetheimpactof"egoistic"and"hedonic”valuesbehindconsumerism.

Awareness

Discovery2:Evaluationcriteriafor"SustainableFashionAwareness."

–Insightsgainedfromobservingconsumersfromdifferentagegroups.

Discovery3:Mostconsumershavelimitedknowledgeandmisconceptions

aboutsustainability.

Chapter2:SustainableFashionProductsthatConsumersWant

Discovery4:Whenbuyingsustainablefashionproducts,consumersvalue

otherproductfeaturesratherthansustainability.

Discovery5:Consumers'focusonfashionproductsshiftswiththeincreaseof

age:from"price"to"material."

Discovery6:Consumersofdifferentagegroupsprioritizedifferentsustainable

featuresofafashionproduct.Consumers30yearsoldandbelowaremost

concernedwith"lifecycle"and"fairtrade"sustainablefeatures.

Discovery7:Sustainablematerialstrend.

Innovativematerialssparkconsumers'interest,apartfromtraditionalmaterials

madefrom"naturalfibers.”

Chapter3:SustainableFashionInformationthatConsumersNeed

Discovery8:CommunicationChannels:Ahybridmodelcombiningboth

physicalstoresandonlinecommunicationchannelsiscrucial.

Discovery9:Promotion:Consumerswantcredibilityandrelatability.

Discovery10:Industrystandards,transparency,andinformationalplatforms

needtoprovidesustainableinformationcollaboratively.

PARTIII

1.References

2.LimitationsandDelimitations

3.Acknowledgements

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ChineseSustainableFashionConsumers'BehaviorPatterns

Chapter1:

GettoKnowChineseSustainableFashionConsumers

Values

Inrecentyears,theimplementationofnationalenvironmentalprotectionpolicies,theestablishmentofnationalcarbonemissiongoals,andtheopeningofcarbonemissiontradingmarketshavedrivenmanyindustriestotransformeco-friendlyconceptsintopracticalactions.Eco-friendlyandsustainabilityconceptshavegraduallybeenintroducedtoconsumers.Atthesametime,frequentextremeweatherconditionscausedbyhumanactivitiesandthepandemichasprofoundlyimpactedhumanity,resultinginarootawakeningofconsumers'consciousness,andmoreconsumersarere-examiningtheimpactoftheirbehaviorsontheenvironmentandsocietyatlarge.

Everyoneshouldactresponsiblytopreventfurtherenvironmentalpollution.(96%)

Consideringenvironmentalissues,oneshouldpurchaseandusesustainableproducts.(93%)

Toprotecttheenvironment,I’mwillingtoreducemydailyuseofproductswithpackaging.(92%)

Inaddition,becausethissurveywasmainlydistributedthroughsustainabledevelopmentsocialmediaandcommunities'platforms,therespondentsarealreadyinterestedinsustainablefashion.Thesampleconsumersinthissurveyhaveanaveragemeanof4.06for"sustainablefashionawareness",andthosewithascoreexceeding3.5for"sustainablefashionawareness"accountfor91%ofthetotalsample.

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1Discovery1: ChineseSustainableFashionConsumers'BehaviorPatterns

Thepriorityofconsumers'valueflowsbetweenself-transcendenceandself-enhancementvalues.Currently,itisdifficulttoeliminatetheimpactof"egoistic"and"hedonic”valuesbehindconsumerism.

Self-transcendence

Self-enhancement

Altruistic

Egoistic

BiosphereValues

VS

HedonicValues

ProspectforFuture

Consumerism

Generations

Short-Term

Long-TermSocial

Personal

Consequences

Gratification

Chineseconsumersareundergoingaculturaltransition,shiftingawayfromconsumerismtoamoresustainablelifestyle.Thesampleconsumerswithahighawarenessofsustainabledevelopmentgenerallyhaveapositiveattitudetowardslivingasustainablelifestyle,and89%ofthesampleconsumersindicatedtheirdesiretobuy"sustainableproducts."However,only50%ofconsumershavepurchasedinthepast.

Sinceittakesmoretime,energy,andmoneytoimplementasustainablelifestyleinallareasoflife,includingclothing,food,housing,andtransportation.Evenconsumerswithhighsustainableawarenesshaveafluidvaluessystems––whenitcomestoconsumerdecisionsandactionsrelatedtosustainabledevelopment,consumershavedifficultychoosingbetweenself-transcendenceandself-enhancement.6One'svaluesystemswillsignificantlyimpacttheirdecision-makingprocessandconsumptionbehavior.7

Fjord,AccentureInteractive.(2020).‘Liquidpeople’,Fjor