The following work analyses values important to the Chinese middle class consumers with the aim of promoting sustainable consumption behavior. Within the theoretical part of the study, the scientific status quo regarding the Chinese consumer and factors important to promote sustainable consumption behaviour will be shown. The Chinese middle class consumer will be analyzed, the environmental impact of consumption in China demonstrated and the factors important for sustainable consumption behavior will be referred to as well as deeper explained. The theoretical findings were used to form new connections between Chinese middle class consumers and sustainable consumption in order to create a base for the qualitative research which represents the major part within this work. All components and interrelations are highlighted as well as illustrated to create a deeper understanding about the drivers and motivations of Chinese middle class consumers and their emerging need to purchase green products. The work will unveil opportunities for brands on how to promote sustainability among the emerging mass of Chinese middle class consumers.

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We first started out as ?The Paperback Exchange,? a chain of physical bookstores where we would part exchange your beloved books for new stories to transport you to faraway places. However, as shopping started to evolve to online shops and marketplaces, we bid our stores goodbye to become ?PBShop.? This transition has only allowed us to blossom as we now ship thousands of titles to book lovers across the globe. We pride ourselves in being a community of local book lovers which allows our passion and devotion to shine in everything we do. In 2020 we not only celebrated our 20th birthday but our 1st birthday as being completely employee owned after becoming an E.O.T in September 2019. We are proud to be different and embrace standing apart on a book mountain by working from a virtual inventory which allows us to provide thousands of books that may be difficult to get for your bookshelf or your studies. Working with a number of different suppliers allows us to explore other avenues such as puzzles, sheet music and even stationery so we really do have something for everyone. Life is about being versatile in all realms of existence. If this is your first visit or you are a returning customer, we would like to welcome you to the PBShop family, for there is no friend as loyal as a book. We are a company who put our customers at the centre of everything we do as we understand the importance of reading because once you learn to read, you will forever be free. There are a whole lot of things in this world of ours that we are yet to explore, which is why we will forever inspire curious minds.

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