Green China

Collaboration key to environmental protection

By Ma Zhenhuan (China Daily)
Updated: 2010-08-27 14:04

SHANGHAi - Environmental protection is an increasing concern for many Chinese consumers. But it's also a new market trend that businesses, governments and social organizations would do well to tap, said a senior Bayer Co executive.

A press conference on the Economist Intelligence Unit (EIU) detailing Chinese consumption habits and consumer confidence levels was held recently. Second from right is Michael Koenig, president of Bayer Greater China Group. [Photo/Provided to China Daily]

"By changing building designs or adding insulation, developers may attract environmentally conscious buyers," said Michael Koenig, president of Bayer Greater China Group.

His remarks come in response to a Bayer-commissioned report released by the Economist Intelligence Unit (EIU) detailing Chinese consumption habits and consumer confidence levels.

According to the EIU, purchasing new homes and cars is a top priority for China's well-off urban dwellers.

Nearly 61 percent of those residing in cities or suburbs own vehicles.

When asked about living conditions, 60 percent of urban and 25 percent of rural populations cited awareness for improved temperature control and energy efficiency.

About 80 percent of wealthy city residents said they would consider energy efficient materials when buying a new home or making home-improvements.

Further, 54 percent of all survey participants were concerned about air pollution, citing it as an area they would most like to change.

The findings are the result of a 2009-2010 EIU survey. Data was compiled from 1,650 mid to high-income urban households and 1,001 low-income farming households.

"The EIU report gives a lot of insight into how these two interesting but exciting groups of Chinese consumers think. I'm very fascinated with its findings," Koenig said.

"Bayer has a long history, of science and innovation. It is our duty to improve people's lives with our technology. Thus, our guiding global principle is 'science for a better life'," he explained.

"We have a fundamental interest in understanding what a 'better life' for Chinese citizens really means. This helps us to develop our products and tailor our market behaviors to Chinese consumers, and to tap into their wants and worries."

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Koenig called for improved collaboration between businesses, government, scholars and social organizations in confronting environmental protection challenges.

The government needs to make policies that promote sustainable growth and energy efficiency, he said.

Koenig added that businesses must provide support and solutions to help achieve environmental-protection targets.

He pointed to his own company's eco-commercial building initiative, and noted Bayer is partnering with local firms to produce light-weight car materials.

"I believe it is only through collaboration that we can help overcome the complex set of challenges in the environment sector," he concluded.