By Wang Ke, Dou Hao, People’s Daily
As environmental awareness continues to grow, green and low-carbon consumption has become a key factor influencing consumer decisions in China, especially among young people.
From preferring sustainable brands to choosing energy-efficient products and eco-friendly transportation, “green” is a defining term for the evolving consumption trends of China’s younger generation.
“Although it’s a bit more expensive than standard models, the trade-in program makes it a great deal, and most importantly, it’s energy-efficient and environmentally friendly,” said Chen Jian, a post-90s consumer, who was shopping for an air conditioner at a home appliance store in southwest China’s Chongqing municipality.
After comparison, Chen bought a new model equipped with an AI-powered energy-saving chip. This smart air conditioner can detect temperature differences between indoor and outdoor environments in real time, automatically adjusting its settings to maintain comfort while reducing annual electricity consumption by more than 10 percent.
China’s policy-backed consumer goods trade-in program has further stimulated consumer enthusiasm for automobiles, home appliances, and home furnishings, among which energy-efficient products are in high demand.
According to China’s e-commerce platform Suning.com, since the launch of a new round of trade-in program for home appliances in August 2024, the sales of energy-efficient washer-dryers, smart air conditioners, and built-in combi steamers have surged by 129 percent, 135 percent, and 228 percent respectively.
“Compared to traditional cars, new energy vehicles (NEVs) are energy-saving and eco-friendly. They’re also packed with highly appealing smart features,” said Wang Li, a consumer born in the 1990s, at an NEV booth in a shopping mall in Beijing’s Chaoyang district.
In 2024, China’s annual NEV production and sales surpassed the 10million milestone for the first time,with sales of NEVs accounting for 40.9 percent of the country’s total new vehicle sales. Online surveys show that consumers born in the 1980s and 1990s make up a larger share of potential NEV buyers.
While the trade-in program fuels young consumers’ shopping enthusiasm, it also significantly propels resource recycling. Over 75 percent of China’s certified vehicle scrapping companies now have the capacity to dismantle NEVs. In 2024, China recycled 8.46 million scrapped vehicles, marking a 64 percent year-on-year increase.
“It’s not that new products are out of my budget, but second-hand goods offer a higher cost-performance ratio,” said Hu Yuxing, a 24-year-old newcomer to Hangzhou, east China’s Zhejiang province, who often shops for clothing, bags, cosmetics and home furnishings in second-hand markets.
More and more young people are turning to second-hand goods trading platforms, both to sell unused items for extra cash and tohunt for hidden gems.
According to Xianyu, one of China’s largest second-hand goods trading platforms, the number of userson the platform has surpassed 600 million, with an average daily transaction volume exceeding 1 billion yuan ($137.9 million). More than 100 million users listed their idle items on the platform in a year, with 4 million new listingsevery day. Notably, more than half of the platform’s users were born after 1995 and 2000.
“For young people, buying and selling second-hand items reflects a rational and eco-conscious approach to consumption, which has become their way of life,” said Li Shijie, head of Xianyu’s offline business operations. “We aim to connect more idle resources in society, improve the circulation of second-hand goods, and support the growth of green consumption,” Li added.
Around midday, in an office building near Zhongshan Road in Shijiazhuang, north China’s Hebei province, Liu Xinyu, born after 1995, opened a food delivery app on her phone. She began scrolling through the options, especially looking for small-portioned meals. “They’re more affordable, well-balanced with both meat and vegetables. More importantly, they can help reduce food waste – perfect for dining alone,” she explained.
In the past two years, Chinese meal delivery platforms have increasingly introduced “small” and “half-portion” meals, reflecting young consumers’ growing demand for more flexible and efficient dining options. This shift is part of a broader trend, as sustainable practices like “recycling used bottles” and “reusing packaging” also gain popularity among young people in China.
Wei Chenhao, a 24-year-old employee in Shijiazhuang, has embraced green commuting. For his 15-kilometer daily commute, he combines a shared bike with the subway. “Driving to work just means getting stuck in traffic jams and burning fuel. But with the bike and subway, I get there in just 30 minutes and spend less than 5 yuan per trip,” he said.
Young Chinese are increasingly embracing eco-friendly consumption, from food and fashion to transportation and daily necessities.
According to an official from China’s Ministry of Commerce, promoting green consumption is significant forChina to achievethe dual carbon goals of peaking carbon emissions by 2030 and achieving carbon neutrality by 2060, foster a new development paradigm, and promotehigh-quality development.
The official said that China will launch arange of activities to encourage green consumption, enhance consumer participation, and further unleash the potential of green consumption.
