KITA News and Reports
  • Chinese Consumers Open Wallets for Products with Eco-Mark

    Chinese Consumers Open Wallets for Products with Eco-Mark

    -      Purchases of environmental goods expand in China, the U.S. Germany and Japan in order     -

    -      KITA says it is necessary for environmental goods related exporters to seek export opportunities -


    As the environmental issues are more highlighted recently, the number of international consumers who prefer eco-friendly products is increasing. The Korea International Trade Association (KITA) surveyed 800 consumers in the United States, Japan, China and Germany. According to the survey result, 98.5 percent of the Chinese respondents were interested in environmental goods, and 92% of the Chinese consumers said that they have experiences of purchasing environmental products.


    According to the report titled 'Purchasing tendency of environmental goods in major countries and export expansion strategies' issued by the Institute for International Trade of the Korea International Trade Association, 81.6 percent of consumers in four countries have purchased environmental products, 95.7 percent of them were satisfied with the products and 84.1 percent of the respondents said that they would increase the purchase of environmental goods in the future. The experiences of purchasing environmental goods by country appears in the order of China (92.0%) > Germany (85.5%) > the U.S. (81.0%) > Japan (68.0%). The consumers in the U.S. (99.4%)> Germany (95.3%)> Japan (94.8%), and China (93.5%) were satisfied with the environmental products. 98 percent of Chinese consumers said that they would increase their purchases of environmental goods in the future, which is much higher than that of the U.S. (87.5%), Germany (81.5%) and Japan (69.5%).


    For Korean environmental goods, excellent performance and product reliability were highly appreciated. However, low durability and high price were the factors to avoid purchasing of Korean goods. Therefore, complementary measures are required. In China, however, it is important to focus on enhancing the environmental image of products by attaching environmental marks and pursuing high-quality, high-value-added products as Chinese consumers have less price resistance and care more of environmental-friendliness of products.


    The report suggests that it is required to focus on the household goods market in the U.S. and aim to enter into the market by expanding the opportunities for consumers to experience the products. For the Japanese market, the report proposes to target the office supplies and stationary markets with excellent durability and customized design of environmental goods. In addition, as German consumers care about energy saving, the report analyzed that it would be beneficial to target the power-saving electronic products market in Germany with an experiential marketing strategy that emphasizes price competitiveness and durability.


    Jang Hyun-sook, a research fellow at the Institute for International Trade of KITA, said, "The market is growing rapidly as the environment goods and services become mainstream from the niche market. The researcher added There are differences in the preferences of goods and purchasing decision factors from country to country. Therefore, it is possible to increase the probability of success by accurately grasping what the consumers in different countries want or expect and properly reflect them to the products as well as strategies.

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