among residents in China's tier-1 to tier-5 cities
Method of interview
Questionnaire
Supplementary notes
Original survey question: How much of a premium are you willing to pay for green consumption (i.e. how much more are you willing to pay compared to regular goods) when purchasing the following categories? Green consumption includes more environmentally friendly raw materials, packaging and production methods, lower carbon emissions during transportation and use, and better protection for people involved in production and trade.
The survey is conducted among 48 percent of female and 52 percent male respondents.
Percentage points exceeding 100 percent are probably due to rounding.
Citation formats
Consumers' willingness to pay more for sustainable goods in China, by category
According to a survey conducted among Chinese adults in November 2022, around ** percent of respondents stated that they were willing to pay more for sustainable goods. Nearly three-quarters of respondents said they would be willing to pay more for sustainable skincare and cosmetics, while only ** percent said they would like to pay more for sustainable tobacco products.
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Deloitte. (January 18, 2023). Share of consumers who were willing to pay more for sustainable goods in China as of November 2022, by category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1367681/china-consumers-willingness-to-pay-more-for-sustainable-goods/
Deloitte. "Share of consumers who were willing to pay more for sustainable goods in China as of November 2022, by category." Chart. January 18, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1367681/china-consumers-willingness-to-pay-more-for-sustainable-goods/
Deloitte. (2023). Share of consumers who were willing to pay more for sustainable goods in China as of November 2022, by category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1367681/china-consumers-willingness-to-pay-more-for-sustainable-goods/
Deloitte. "Share of Consumers Who Were Willing to Pay More for Sustainable Goods in China as of November 2022, by Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 18 Jan 2023, /statistics/1367681/china-consumers-willingness-to-pay-more-for-sustainable-goods/
Deloitte, Share of consumers who were willing to pay more for sustainable goods in China as of November 2022, by category ÌÇÐÄÆƽâ°æ, /statistics/1367681/china-consumers-willingness-to-pay-more-for-sustainable-goods/ (last visited August 01, 2026)
Share of consumers who were willing to pay more for sustainable goods in China as of November 2022, by category [Graph], Deloitte, January 18, 2023. [Online]. Available: /statistics/1367681/china-consumers-willingness-to-pay-more-for-sustainable-goods/
