In terms of consumer culture, Chinese consumers'”green” consciousness has begun to take the lead in the global market.
According to Accenture’s 2021 Chinese Consumer Research: post-epidemic report, 55 per cent of Chinese respondents said they would pay more attention to “corporate sustainability and moral values” in the post-epidemic era.

The factor that consumers in China and other parts of the world consider when choosing a brand, that is, the degree of price-linked source: Accenture’s ninth round of COVID-19 epidemic survey.
The results of a study conducted by MII and North Mountain Consulting Group show that Chinese cities are highly receptive to the next generation of leather products.
90% of respondents said they prefer the next generation of leather to traditional leather, and 70% said they are very likely to buy the next generation of leather.

According to the qualitative research of the report, the consumption motivation of the next generation of leather supporters is the altruism of products in the environment and animal welfare (Altruistic Benefit), while the innovation, fashion and economic affordability of products are also taken into account.