Sustainable Consumption Values of the Chinese Middle Class : What are the drivers and factors responsible for China's growing desire to consume sustainable products?

The following work analyses values important to the Chinese middle class consumers with the aim of promoting sustainable consumption behavior. Within the theoretical part of the study, the scientific status quo regarding the Chinese consumer and factors important to promote sustainable consumption behaviour will be shown. The Chinese middle class consumer will be analyzed, the environmental impact of consumption in China demonstrated and the factors important for sustainable consumption behavior will be referred to as well as deeper explained. The theoretical findings were used to form new connections between Chinese middle class consumers and sustainable consumption in order to create a base for the qualitative research which represents the major part within this work. All components and interrelations are highlighted as well as illustrated to create a deeper understanding about the drivers and motivations of Chinese middle class consumers and their emerging need to purchase green products. The work will unveil opportunities for brands on how to promote sustainability among the emerging mass of Chinese middle class consumers.