Study on the Acceptance and Brand Communication Strategies of Green Burial in China

Abstract

This study aims to facilitate the adoption of green burials in China by integrating them with traditional cultural norms. Utilizing questionnaire surveys, the paper analyzes Chinese consumers' attitudes toward green and traditional burial methods. Data analysis indicates that age significantly influences burial choices; younger individuals (18-43 years) prefer green options, while the older demographic (44+ years) favors traditional methods. Regardless of age, environmental considerations were universally important. The paper also explores effective brand-building and communication strategies attuned to Chinese culture to promote green burials. Key recommendations include targeting younger audiences willing to pay extra for green services and leveraging environmental concerns, which resonate across age groups. The study offers insights for stakeholders in adapting and shaping the green burial market in China.