Rising eco-consciousness in Chinese youth

Posted on | October 24, 2011 | Comments Off on Rising eco-consciousness in Chinese youth

GoodtoChina & enoVate – 01coolbike Research Report Summary

Part 1: Key values and quality of life indicators.

Commissioned by GoodtoChina and conducted by market research company enoVate, this report uses an online survey, in-depth interviews and immersion activities in Shanghai to understand key values and quality of life indicators for Chinese youth. It found that both key values and quality of life indicators were in keeping with positive environmental principles. Ranked four and five of the top five values ascertained in the study were ‘living in an urban landscape’, which alluded to a holistic, balanced city with green leisure spaces and clean options for consumption, and ‘clean air, clean environment’. These came after personal health/wellness, strong interpersonal communities, and the pursuit of individual interests.

Furthermore, 99% of respondents surveyed in this study agreed with the statement ‘environmental issues will be one of China’s most important future areas to focus on’, demonstrating the growing eco-consciousness of Chinese youth today. Respondents identified a number of ways that they as individuals can personally improve the environment including reducing air pollution, limiting carbon emissions, and reducing waste. These everyday actions are highly compatible with cycling as a form of transportation in the city.

Part 2: Youth perceptions of the bicycle.

In an effort to understand the potential compatibility of cycling with youth values, the second part of the study used the same research methods to gauge modern youth perceptions of the bicycle. The participants had both practical and romantic/nostalgic perceptions of bike riding, from the bicycle as simply a way to ‘get from point A to point B’, to bicycles being dubbed ‘wings’ and associated with ‘midnight rides through an empty city’. All of these notions can be utilized in positive ways to promote cycling, though findings also indicate an ingrained stigma against bike riding as a mode of transportation for the poor or for farmers. In a country where the masses are striving towards building and displaying their own wealth, it is necessary to build on existing positive conceptions of the bicycle to create a contemporary, fashionable perception of cycling as a mode of transportation for Shanghai’s in vogue communities.

Contact us for more details and the full report.


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