Encourage consumers to buy the use of energy conservation and emissions reduction products, guiding green consumption concept, is of great significance for the sustainable healthy development of our city consumption. On November 27, 2015, Beijing began a new round of energy conservation and emissions reduction within the scope of subsidies policy [1], to understand the energy conservation and emissions reduction subsidy policy impact on city residents' consumption willingness, and residents' consumption concept and demand for green products, NBS survey office in Beijing, Beijing municipal bureau of statistics (NBS) to carry out the \"Beijing tracked\" subsidy policy, energy saving and emission reduction.  

A basic situation, investigation  

Investigation using two-stage random sampling method, 1000 18-65 years old in Beijing residents living for more than six months were investigated.  

Second, the survey results  

1. Policy evaluation: high customer satisfaction  

According to the survey, after Beijing launched a new round of home appliance subsidy policies for energy conservation and emissions reduction, 95.1% of the respondents were satisfied with the energy conservation and emissions reduction subsidy policy, 88.7% of respondents think convenient procedures for applying for the subsidies, 87.9% of respondents think the subsidy policy, effectively improve the family to buy the grade of the product. According to statistics [2], the television, for example, the primary energy efficiency color TV in 2015 (subsidy) before the market average unit price is 5391 yuan, the secondary energy efficiency color TV average unit price is 4664 yuan, triple the average unit price is 4290 yuan of energy efficiency. To participate in energy-saving subsidies, 5391 yuan level of energy efficiency subsidies of 701 yuan, the product will consumers need to spend 4690 yuan (the equivalent of the secondary color TV prices of energy efficiency).  

At the same time, 88.3% of respondents think that energy-saving appliances subsidy policy implementation has boosted Beijing market consumption, promote the upgrading electrical appliances product. Look from household income group, subsidy policy introduced to middle-income [3] the household electrical appliances product renewal. In urban households, all kinds of income family think policy contributed to the family home appliance upgrade the proportion of the choice of more than 7 into each. Among them, the middle-income families think policy effectiveness is highest, reaches 94.1%, higher than high-income families and low-income families, respectively 22.4 and 5.9%; In rural households, all kinds of income families think policies to promote the choice of the family home appliance upgrade share more than 8 into each. Among them, the middle-income families think policy effectiveness is highest, reaches 100%, higher than high-income families and low-income families, respectively 17.9 and 8.9%.  

2. The effect of subsidies: most of the energy conservation and emissions reduction potential demand of the products  

According to the survey, in family have enjoy the subsidy policy, consumers buy more positive for refrigerators, television sets, 35.5% and 30.2% respectively, the average enjoy subsidies of 423 yuan and 416 yuan respectively; Buy air conditioners, washing machines, consumer of 23.4% and 23.4% respectively, the average subsidy of 425 yuan and 383 yuan respectively; Buy a water heater, oil absorption and air purifier consumers respectively 17.8%, 10.9% and 1.1%, the average subsidy of 302 yuan, 454 yuan and 324 yuan respectively; To implement, bicycle purchase demand is low, only 0.4% and 0.4% respectively.  

Look from future purchase intentions, 97.4% of respondents in the future will consider buying products, energy saving and emission reduction potential product purchase intention and 9 kind of allowance rate are higher than the current consumer purchases, with 49.1%, 48.7% and 46.1% of the respondents consider buying air conditioning, television sets and refrigerators; Consider buying a washing machine, water heater, range hood, and air purifier of respondents were 37.4%, 30.7%, 24.9% and 37.4% respectively; Going to buy toilet and consumers of bicycle is less, only 8.3% and 6.4% of respondents are willing to consider, but which was also higher than the current consumer purchase ratio of 7.9 and 6.2%.  

Look from the future spending power, air conditioning, television sets and refrigerators three areas the proportion of consumption choices maximum range of 3000-5000 yuan, have accounted for more than 46%; Washing machines, water heaters, oil absorption, sit implement four areas consumption choices 1000-1000 yuan of respondents are in more than 5 a. 39.6% of respondents took the 1000-3000 yuan to buy an air purifier, 33.9% of respondents are willing to pay RMB 500-1000 for a bicycle.  

3. Buy factor: as the preferred brand and green consumption factors  

According to the survey, asked whether \"you buy energy conservation and environmental protection products, pay more attention to what aspects\" (limited to choose 3 items and sorted), while 71.6% of respondents most favored brand, 51% of respondents and take a fancy to price, 63.9% of respondents and subsidies, in the first three minor factors. The consumers in the choose and buy energy saving products, is the pursuit of quality, and very consider price factor.  

Survey, 99.2% of consumers preferred to buy green products when shopping. 94.3% of respondents to choose green products (limited to choose 3 items) from the main reason is good for health to consider, think green product is harmless to the human body; 76% of respondents to choose green products from the protection of the environment, think the product production process, energy saving, water saving, no pollution, product small garbage pollution to the environment. In the field of green consumption, 64% of consumers will buy home appliance products, the first bit of various kinds of green product consumption.  

[1] the city commerce committee joint finance bureau, the municipal development and reform commission and other departments more articles, since November 27, 2015, in Beijing, the energy conservation and emissions reduction policy was implemented, the use of qualified consumers to buy goods to give a certain amount of energy saving and emission reduction of subsidies, the highest subsidies proportion reaches 20%, the highest subsidies amount to 800 yuan. Including in conformity with national quality standards of TV sets, refrigerators, washing machines, air conditioning, water heater, range hood, air purifier, sit implement and bicycle 9 products.  

[2] data source: Beijing business today.  

[3] low, low, medium, high, high standard of income: the survey of urban residents according to their family monthly disposable income in 5500 yuan the following, 5500-7000, 7000-8000 yuan, 8000-20000, 20000 yuan and above division (packet data contain lower limit, excluding ceiling); Rural residents according to the annual household income in 40000 yuan the following, 40000-50000, 50000-60000 yuan, 60000-70000, 70000 yuan and above division (packet data contain lower limit, excluding limit).