More than 70 percent of Chinese consumers understood sustainable consumption, according to a report released by the China Chain Store and Franchise Association.
Sustainable consumption means buying products or services that have the least pollutants and do minimum harm to the environment. Sustainable consumption provides for the basic needs of consumers while improving their life, the report said.
The report was based on questionnaire results from 9,370 consumers in ten Chinese cities in 2016, as well as online surveys.
More than 30 percent of those surveyed fully believed that personal consumption has a direct impact on the environment, and more than 40 percent basically agreed, indicating that over 70 percent of Chinese consumers were aware of the benefits of sustainable consumption, the report said.
"Safety and health" was the top reason for purchasing sustainable or green products and services. Environmental-friendliness and good quality were the next two most popular reasons.
According to the report, more than 70 percent of interviewees were willing to pay 10 percent more for sustainable products or services than non-sustainable ones.
The report suggested boosting the market for sustainable products and services through laws and regulations, improved pricing, fiscal incentives and better education.
The report was produced under the guidance of the 10-Year Framework of Programs on Sustainable Consumption and Production Patterns (10YFP), a global framework for shifting toward sustainable consumption and production in both developed and developing countries.
10YFP was adopted by heads of state at the UN Conference on Sustainable Development in 2012.
Sustainable production and consumption is part of China's national strategy during the 13th Five Year Plan (2016-2020).