The document summarizes the results of a survey of Chinese consumers' awareness and perceptions of green and biobased household products. Over 1,000 Chinese consumers were interviewed across 10 cities. The survey found that less than half of consumers were familiar with green products, but familiarity increased confidence in their environmental benefits. While only one-third had heard the term "biobased," majorities believed biobased ingredients improve product quality and would likely purchase products containing them. The results aim to increase awareness of biobased products and influence positive consumer trends supporting a more sustainable Chinese marketplace.

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2. What is a Biobased Product?
Composed of biological,
renewable agriculture or forestry
materials
Does not contain synthetics
Is biodegradable
Often replaces petroleum-based
ingredients
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3. About Green Consumer Products
Personal Fabric & Personal Cleaning Carpets
care and clothing hygiene products/
detergents
cosmetics
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4. About the Survey
Measured Chinese consumers’ awareness, perceptions and
attitudes about household green products generally, and
biobased products in particular.

5. Methodology
Face-to-face interviews with
1,000 Chinese consumers
Street intercept interviews at
heavily populated downtown
locations Yinchuan Beijing Dalian
10 cities (100 interviews in
Nanjing
each city) Chengdu Wuhan
Shanghai
Huangshi
Conducted July 21-August 6,
2012 Guangzhou
Hong Kong
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6. DUPONT CHINA GREEN LIVING SURVEY
Consumer Awareness of Green Products
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7. Consumer Awareness of Green Products
LESS THAN HALF OF CONSUMERS CLAIM TO HAVE AT LEAST
SOME FAMILIARITY WITH GREEN HOUSEHOLD PRODUCTS
47%
38%
10%
5%
Very familiar Somewhat Not very Not at all
familiar familiar familiar
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8. Confidence in Green Products as Better for the
Environment
THE MORE FAMILIAR CONSUMERS ARE WITH GREEN PRODUCTS, THE MORE
LIKELY THEY ARE TO BE CONFIDENT IN THE ENVIRONMENTAL CLAIMS.
42%
Very confident
Somewhat confident
57%
54%
46%
20%
7%
Not very familiar Somewhat familiar Very familiar
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9. Chinese Consumers Express Greater Confidence in
Green Products than North American Consumers
PERCENTAGE OF CONSUMERS IN CHINA, CANADA AND THE UNITED
STATES WHO SAID THEY ARE VERY OR SOMEWHAT CONFIDENT THAT
GREEN PRODUCTS ARE BETTER FOR THE ENVIRONMENT.
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10. Characteristics that Make Products Green
2%
Contains recycled materials 37% 47% 13% 1%
3%
Made from renewable materials 36% 48% 11% 2%
3%
Uses less energy to produce 26% 50% 19% 2%
Requires less energy to use at home 23% 53% 15% 4% 5%
2%
Uses less water to produce 23% 50% 22% 3%
4%
Requires less water to use at home 22% 52% 16% 6%
Definitely Definitely not
Likely Don’t know/not applicable
Likely not
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11. DUPONT CHINA GREEN LIVING SURVEY
Awareness and Perceptions of
Biobased Products
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12. Three in 10 Consumers Have Heard the Term “Biobased,”
Most Commonly About Personal Care Products and Fabrics
CONSUMER AWARENESS OF TERM “BIOBASED”
58%
32%
10%
Yes No Don't Know
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13. Consumer Awareness of Term Biobased by Product Type
PRODUCTS WITH BIOBASED INGREDIENTS
Personal care products/cosmetics 22%
Fabric and clothing 18%
Cleaning products/detergent 11%
Plates/cups/toys/bags 10%
Furniture and home improvement 6%
Fuel 2%
Other 6%
None/Don’t Know/Not Applicable 57%
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14. Impact of Biobased Ingredients on Product Quality
CONSUMERS ARE MORE APT THAN NOT TO BELIEVE THAT
BIOBASED INGREDIENTS IMPROVE THE QUALITY OF A PRODUCT
Personal care products with naturally derived
65% 16% 14% 5%
ingredients
Personal hygiene products made with biobased
63% 16% 13% 8%
enzymes
Detergents that clean at lower water temperature 62% 14% 19% 5%
Clothing made with biobased enzyme 50% 22% 18% 10%
Carpet made with renewable fibers from plants 48% 28% 15% 9%
Better Worse
No difference Don’t know/not applicable
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15. Likelihood to Buy Products with Biobased Materials
MAJORITIES WOULD LIKELY, IF NOT DEFINITELY, BUY
PRODUCTS MADE WITH BIOBASED MATERIALS
2%
Detergents that clean at lower water temperature 33% 49% 13% 3%
Personal care products with naturally derived
30% 47% 16% 3% 4%
ingredients
Personal hygiene products made with biobased enzymes 30% 51% 10% 3% 6%
Clothing made with biobased enzyme 22% 56% 14% 4% 4%
Carpet made with renewable fibers from plants 20% 38% 24% 10% 8%
Definitely buy Definitely not buy
Likely buy Don’t know/not applicable
Likely not buy
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16. China Green Growth Drivers
Middle class population to grow from 300
million to 800 million by 2025
Limited resources—water, land, materials
Energy intensity and carbon emission
reduction targets
Demand from global consumers for green
products
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17. Manufacturers See Increasing Value for Products
with Environmental Benefits
DUPONT CUSTOMERS THAT SAY THEIR CUSTOMERS HAVE "HIGH" OR
"MODERATE" VALUE FOR PRODUCTS WITH ENVIRONMENTAL BENEFITS.
86%
76%
57%
2011 2016 2021

18. Manufacturers Rank Most Important Environmental
Benefits
DUPONT CUSTOMERS THAT INDICATE A "HIGH" OR "MODERATE"
VALUE TO A LIST OF ENVIRONMENTAL BENEFITS
Inherently safer materials 76%
Reduced air/water pollution 69%
Reduced use of energy 67%
Reduced impact on water quality 61%
Reduced waste in manufacturing process 60%
End product is recyclable or biodegradable 59%
Reduced impact on ecosystem, land-use or
biodiversity 57%
Reduced carbon emissions 57%
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19. Impact of Survey Results on Consumers in China
Raises consumer awareness of biobased products
Informs consumers of what biobased products are and their benefits
Advocates a healthy and sustainable lifestyle for consumers and
influences positive consumer trends
Strengthens market confidence, which improves sector investment
opportunities and provides more products for consumers
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20. Impact of Survey Results on the Chinese Marketplace
Draws industry attention and strengthens market confidence,
which demonstrates market potential in China
Encourages more investment and innovation in the industry
Shows how businesses can leverage China's 12 FYP with a strong
emphasis on environmental progress
Engages industry leaders on how to capitalize on the potential of
biobased products
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21. How the Survey Results Tie to China’s 12 FYP
Broad adoption of biobased products can help China
meet reduction targets for energy intensity and carbon emissions
set out in the 12th FYP
President Hu Jintao's keynote report at 18th Congress emphasized
the importance of ecological progress and proposed to build a
more "beautiful” China
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