Tommy Shih

To achieve global change in order to battle climate change, it is important that consumers all over the world actively engage in more sustainable consumption. This is particularly important in Asia where 90 percent of the global consumption growth will occur during the next decade. This chapter looks at two countries in Asia, Taiwan, and China, which share a similar culture and language, but differ in terms of size of population, economic development, and political system. The cases illustrate some of the similarities and differences seen in sustainable consumption, including drivers and impediments. Consumers from both countries are generally more concerned about their personal wellbeing than the impact of their consumption choices on the environment. Another driver seen is that the responsible consumption push in many areas seems to be primarily driven by government policy rather than consumer groups per se, both in China and in Taiwan. However, there are differences between China and Taiwan. Consumers in Taiwan generally have a higher level of understanding of sustainability, both through education and living in a more economically advanced society. China is still economically undergoing a transitional stage whereby some consumer groups have only recently become aware of their environmental impact.