Notwithstanding the continued validity of these key features, changes in consumer habits have now rendered some old stereotypes rather dated, especially where it concerns China’s rising upper-middle class in the first-tier cities such as Beijing and Shanghai. Sophistication has become more important and taste among the upper-middle class is increasingly converging towards that of the Western consumer.
Sources of survey
As presented in the Methodology chapter, several approaches were used in the survey. The following figure shows the sources that where the data came from.
Willingness of Consumer
Consumers in rapidly developing and developed markets – particularly China, Australia, Sweden and the US – report a propensity to buy from companies with a reputation for environmental and social responsibility; and, in a study by the European Union, 75% of respondents agreed that they would pay more for environmentally friendly products.