Purpose: China’s green consumption is crucial for implementing sustainable development goals and carbon neutrality. The public practices China’s green consumption, and we need to understand macroscopically the changing trend and prepare strategically for related industries/products. We need the wisdom to draw strategic implications for future competition and cooperation by analyzing the green consumption discourse. Research design, data, and methodology: First, we analyzed China’s previous studies and policies on green consumption. In addition, discourses were collected under the theme of green consumption, and text mining and sentiment analysis were performed. The data used was collected based on the online channels Baidu and CNKI. Text mining utilized TF-IDF and centrality, and sentiment analysis was conducted using the sentiment dictionary. Results: As a result of text mining, the social transition to green consumption was characterized by a change from government-led to business-led and citizen-led. In particular, words related to digital transformation have recently been attracting attention, suggesting that science and technology should be incorporated into the green consumption transformation process. As a result of the sentiment analysis, it was found that the general public had a positive evaluation of green consumption during the entire period. Although there was some lack of understanding and indifference to green consumption, it was found that they generally had hope for conversion to green consumption. Implications: First, as China’s green consumption transition progresses rapidly, the government and businesses should pay attention to technological changes and export indicators related to green consumption. Second, it is necessary to establish a good image of Korean companies by actively carrying out CSR activities to spread green consumption awareness. Third, concerning carbon neutrality and environmental protection issues, it is necessary to pay attention to environmental regulations and subsidies in the Chinese market and prepare strategies for entering the Chinese market.
Lu et al. (Sun,) studied this question.