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DuPont China Green Living Survey
 

DuPont China Green Living Survey

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    DuPont China Green Living Survey DuPont China Green Living Survey Presentation Transcript

    • 1
    • What is a Biobased Product?Composed of biological,renewable agriculture or forestrymaterialsDoes not contain syntheticsIs biodegradableOften replaces petroleum-basedingredients 2
    • About Green Consumer ProductsPersonal Fabric & Personal Cleaning Carpetscare and clothing hygiene products/ detergentscosmetics 3
    • About the SurveyMeasured Chinese consumers’ awareness, perceptions andattitudes about household green products generally, andbiobased products in particular.
    • MethodologyFace-to-face interviews with1,000 Chinese consumersStreet intercept interviews atheavily populated downtownlocations Yinchuan Beijing Dalian10 cities (100 interviews in Nanjingeach city) Chengdu Wuhan Shanghai HuangshiConducted July 21-August 6,2012 Guangzhou Hong Kong 5
    • DUPONT CHINA GREEN LIVING SURVEYConsumer Awareness of Green Products 6
    • Consumer Awareness of Green ProductsLESS 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 7
    • Confidence in Green Products as Better for the EnvironmentTHE 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 8
    • Chinese Consumers Express Greater Confidence in Green Products than North American Consumers PERCENTAGE OF CONSUMERS IN CHINA, CANADA AND THE UNITEDSTATES WHO SAID THEY ARE VERY OR SOMEWHAT CONFIDENT THAT GREEN PRODUCTS ARE BETTER FOR THE ENVIRONMENT. 9
    • 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 10
    • DUPONT CHINA GREEN LIVING SURVEYAwareness and Perceptions ofBiobased Products 11
    • 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 Dont Know 12
    • 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% 13
    • Impact of Biobased Ingredients on Product Quality CONSUMERS ARE MORE APT THAN NOT TO BELIEVE THATBIOBASED 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% enzymesDetergents 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 14
    • 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% ingredientsPersonal 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 15
    • 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 16
    • 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
    • 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% 18
    • Impact of Survey Results on Consumers in ChinaRaises consumer awareness of biobased productsInforms consumers of what biobased products are and their benefitsAdvocates a healthy and sustainable lifestyle for consumers andinfluences positive consumer trendsStrengthens market confidence, which improves sector investmentopportunities and provides more products for consumers 19
    • Impact of Survey Results on the Chinese MarketplaceDraws industry attention and strengthens market confidence,which demonstrates market potential in ChinaEncourages more investment and innovation in the industryShows how businesses can leverage Chinas 12 FYP with a strongemphasis on environmental progressEngages industry leaders on how to capitalize on the potential ofbiobased products 20
    • How the Survey Results Tie to China’s 12 FYPBroad adoption of biobased products can help Chinameet reduction targets for energy intensity and carbon emissionsset out in the 12th FYPPresident Hu Jintaos keynote report at 18th Congress emphasizedthe importance of ecological progress and proposed to build amore "beautiful” China 21