This document summarizes a sustainability study among Shanghai residents regarding their perceptions and behaviors around sustainable living. The study explored product sourcing, manufacturing, recycling, food, water, energy, and transportation. It found that while Shanghai residents are aware of sustainability issues and want to help reduce pollution, there are still large gaps in infrastructure, product information, and incentives needed to evolve behaviors. Residents expressed interest in easy access to information on recycling rates and sustainable materials for products. Motivating recycling and shifting energy sources were also areas where residents saw room for positive change. Overall, the findings point to both challenges and opportunities in developing Shanghai's sustainable markets.

1. 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 主讲人：GoodtoChina
为可持续发展创造市场和需求

2. 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

3. The top five things you would like to buy if money
was no problem.
Creating markets and demand
for sustainable impact

4. Findings :
So what’s big about sustainable living?
BUY Future RESPONSIBLE
消费 Greater Impact? 责任
巨大影响？
Houses
Global Competitive
Citizens
Cars 世界居民
Personally can help reduce
Computers pollution 82%
认为自己能为环境污染出力 82％
Electronics
Creating markets and demand
for sustainable impact

5. Room for sustainable evolution…where?
Infrastructure基础设施
Product产品
Messaging信息
Incentives刺激措施
Transportation
Product Information
Pollution to explode
Sparse
Car is king!汽车一统天下
Housing-Energy Recycling Patchy
Not Comfortable Food + Water 40% General recycle
70% want change 40
Not Safe don’t drink tap 80% paper & cardboard
80
95% 66% Creating markets and demand
for sustainable impact

6. 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

7. 1. Make product choice easy for me!
 Packaging detail 包装信息  Influence choice影响选择的因素
Made
Sustainable
Materials
59%
Local
China Made
Made 55%
39% Foreign
Made
Local 33%
Materials
17%
Fair Working
conditions
10%
Creating markets and demand
for sustainable impact

8. What percentage of Shanghai residents
would be prepared to change their
recycling habits?
Creating markets and demand
for sustainable impact

9. 2.Motivate Recycle Profit
Communicate
% of product
recycled
RECYCLING (70%)
Compete:
Globally
Provide Big city Nationally
comparisons Locally
(>50%) Creating markets and demand
for sustainable impact

10. What percentage of Shanghai residents
think their food is unsafe?
Creating markets and demand
for sustainable impact

11. 3. Food and Water: the heart of our
health
Better Tasty
味道更好
24%
Creating markets and demand
for sustainable impact

12. 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

13. 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

14. 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

15. 5. Transport the way forward &
hmmm back….
 Car is king…
 Biggest changes in projected behavior…
Reduction Expectation increase
in of usage to double
all modes of
PUBLIC + bike + walk CAR TRANSPORT
Creating markets and demand
for sustainable impact

16. 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 quality
Creating markets and demand
for sustainable impact

17. 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

18. www.goodtochina.com Creating markets and demand
for sustainable impact