Capacity Capture in India: A New Step Towards Sustainability

This research paper explores the concept of capacity capture, a new trend in sustainability that emphasizes tapping and unlocking valuable resources to drive business development. The paper focuses on China's efforts to capture carbon dioxide emissions through carbon capture and storage (CCS) projects and smog-eating bikes. It analyzes the cultural dimensions of China using Hofstede's cultural dimensions theory and examines the implications of capacity capture for consumer behavior in the country. The paper also discusses the classical conditioning approach and the 4 A's of marketing in relation to capacity capture.

International Consumer Behaviour
Capacity Capture in India
A new step towards sustainability accounts under capacity capture that emphasizes on
tapping and unlocking the new resources and the valuables that can render a hand towards the
creative ways development of the business. This is a new trend employed by every business
to move further by eliminating the resource wastages and ensures sustainability in long run.
The main aim of Carbon Capture and storage is to develop an experience for the Chinese
companies that capture carbon through carbon dioxide technologies. Through this project,
China fulfils a sense of responsibility as it is one of the largest greenhouses emitting countries
in the world. For the same, it is planning to open eight large-scale facilities to capture carbon
and to extract oil. Thus China is contributing a lot in CCS by increasing its renewable energy
sources and also encouraging the use of more electric vehicles so as to decrease the emission
of carbon dioxide.
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Table of Contents
INTRODUCTION...........................................................................................................3
DISCUSSION AND ANALYSIS.....................................................................................4
CULTURAL DIMENSIONS FRAMEWORK OF CHINA.............................................4
Power Distance Index...............................................................................................4
Individualism vs. Collectivism..................................................................................5
Masculinity vs. Femininity........................................................................................5
Uncertainty Avoidance.............................................................................................6
Long-term Orientation..............................................................................................6
Indulgence...............................................................................................................7
EMERGING TREND..................................................................................................8
CLASSICAL CONDITIONING APPROACH...............................................................9
4 A’s OF MARKETING............................................................................................10
CONCLUSION.............................................................................................................11
REFERENCES.............................................................................................................12
ANNEXURE................................................................................................................14
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INTRODUCTION
The trend selected is the Capacity Capture that drives us towards the new dimension of
sustainability. This trend is useful for every business in today's scenario as to just meet up the
requirements of the customers will not pave the way for long-term success and growth
prospects for a business but it will ensure sustainability in long run by waste elimination and
add the new valuable sources.
In China, the recent trend is to capture millions of tonnes of carbon dioxide from the country
that is generated by the steel and energy plants in China. It is initiating to start Asia’s first
commercial carbon capture and storage project which will capture nearly 410,000 tonnes of
carbon per year (Li, 2018). This move will initiate towards ensuring sustainability and waste
management in China in long run reducing the emission of Carbon. This project at Yanchang
aims to mitigate the emissions from the coal conversion processes that are employed by the
coal-to-gas plants. This trend is attractive for China to capacity capture through the silver
lining that helps in capturing the carbon by pumping it into the ground to extract the oil
recovery.
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DISCUSSION AND ANALYSIS
China has been chosen for the Capacity capture trend that has many implications for the
sustainability in China. This is a consumer behavioural trend that focuses on maximising the
sustainability of the companies by capturing better value customers through sustainability
initiatives.
Before analysing the consumer behaviour and trends associated with the people of China
there is a need to better understand all the cultural dimensions of China that are formed from
the amalgamation of vivid cultures and religions. The culture of China is influenced by many
factors as it has a rich mixture of traditions, religions, languages, music, festivals and dance
and many more (Delang, 2016).
CULTURAL DIMENSIONS FRAMEWORK OF CHINA
We will analyse the cultural dimensions of India through Hofstede’s cultural dimensions
theory that will help to draw out a link between the values and behaviour of the people by
using factor analysis. It undertakes mainly 6 dimensions which are discussed as under with
context to China (Fig.1):
Power Distance Index
This dimension aligns with the fact of individuals in societies are not equal. Under this factor
China has a score of 80 that declares the following things about the culture of China from a
high power distance index:
 There are subordinate-superior relationships (Ugrin, et al. 2018)
 They do not defend against the power abuse by superiors
 They are influenced by the formal authority
 They do not seek for more aspirations beyond their rank
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Individualism vs. Collectivism
The trait that a society inherits depicting a degree of interdependence with the other members
is termed as individualism or collectivism. Under this trait, China ranks low as it scores 20
which depicts a highly collectivist culture.
 They believe in group relationships
 They prioritise the group needs first
 There is low employee commitment to the organisation
 Personal relationships triumphs over the company (Wu, et al. 2016)
Masculinity vs. Femininity
When a society is driven by competition and success then this is referred as masculinity. If
there is a low score in this dimension it is inclined towards the feminine dimension which
emphasis on the caring attitude of people and the quality of life is preferred.
In case of China under this trait, it falls under the score of 66 which depicts that it is a
masculine society which focuses on the success and the achievements.
 They are task focussed
 They may sacrifice the leisure and family priorities against work
 They may even leave their families behind to earn a quality of life and better pay
(Chen, et al. 2015)
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Uncertainty Avoidance
Under this trait, the society's attitude towards the future risk is covered. There are different
ways of different cultures to deal with the anxieties in different ways. The risk when avoided
by the members of a culture with respect to unknown situations has been covered under the
uncertainty avoidance.
In case of China, the score of this dimension is at 30 which are considered to be low in case
of uncertainty avoidance.
 China is a country that has high uncertainty avoidance where managers seem to be
more controlling and are less likely to delegate powers to their subordinates.
 Managers depict less trust in their employees
 They depict high resistance to change
 They are less likely to accept changes (Huaman and Jun, 2014)
Long-term Orientation
Long-term orientation depicts that the culture focuses more on perseverance and persistence.
They utilise the time as much as possible to ensure the achievement of their goals. There are
two types of societies one is normative societies that have low long-term orientation and they
have a preference to make savings for future and aim to seek quick results. These normative
cultures do not focus on the long-term relationships with the businesses. In case of China,
there is long-term orientation with a score of 87 that depicts another type of culture namely
pragmatic culture.
 The people of China believes that truth is dependent on the situation
 They focus more on the long-term relationships
 They have a strong propensity to save and invest
 They easily adapt to the traditions and all the changes (Ugrin, et al. 2018).
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Indulgence
Under this dimension of culture, the degree of control is depicted which is in terms of the
desires and impulses. When there is weak control over the desires then that culture is termed
indulgence on another hand the culture with strong control is described as restraint culture.
In case of China, it scores 24 under this dimension that is very low which makes it a restraint
society.
 They have a tendency to pessimism
 They do not prioritise leisure time (Ugrin, et al. 2018)
 They have strong control over their desires
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EMERGING TREND
One trend that is popular in today’s era is the Capacity Capture trend that comes with the aim
to render the services and products such that it keeps one ahead of its customer expectations.
These customer expectations need to be fulfilled in such a way that it will raise expectations
through the innovations by the industries and the markets of a country. This has given a new
outlook to sustainability that draws towards fulfilling the customer’s expectations through the
eco-friendliness (Harada, et al. 2015).
Due to this many smart brands and the companies have shifted their focus towards ensuring
sustainability through the angle of capture capacity that aims to find and store the new
sources bringing in value to the customers through innovative and creative ways of waste
resources.
One such trend that again aims to capture capacity by capturing CO2 is the Smog-eating
bikes that are into its planning stage which will capture the smoggy particles and filter the air.
In the year 2016 a city of China, Beijing received Roosegaarde’s smog Free Tower which is
22 foot-tall which can filter a million cubic feet per hour to reduce the smog (Karen Graham,
2017).
Through this China is capturing capacity to reduce the nation’s coal consumption by
investing heavily in the renewable energy by the creative ideas of developing these towers,
bikes and carbon capture and storage projects.
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CLASSICAL CONDITIONING APPROACH
According to this approach, the emotional responses were discovered that were patterns of
stimulus and response. According to it, every individual has differences in behaviour as a
result of different learning. This is a consumer behaviour approach that will render a newly
learned response when two stimuli are linked together. There occur three stages in this
approach which will be understood with the context of the pollution-eating bikes aiming to
render smog-free environment to China ensuring sustainability (Financial review, 2017).
Stage 1
In this stage, an unlearned behaviour in the consumer will be observed due to the presence of
a stimulus in the environment. An unconditioned stimulus is the need to reduce the carbon
emission from the environment of China which leads to an unconditioned response of
building tower, projects and the pollution-eating bikes.
Stage 2
Next stage is that stage that renders no response with the unconditioned stimulus as it is now
converted to the conditioned stimulus. The consumers now know the reason behind the
emission of carbon from the steel industries and the pollution-emitting vehicles (Vision Gain,
2017).
Stage 3
Under the last stage, the conditioned stimulus of using pollution emitting bikes and the
industries that emit pollutions have been associated with the unconditioned stimulus that
focuses on the need for carbon reduction from the environment. It is now created conditioned
responses of making carbon storage projects and carbon-eating bikes to reduce carbon
pollutants in an environment (James Gaines, 2017).
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4 A’s OF MARKETING
This is an approach that values the customers the most from four perspectives of
Affordability, Acceptability, Accessibility and Awareness. These are the four distinct roles
that are played by the consumers in the market which falls under the seekers, selectors,
players and the users.
This approach helps to identify what the customer needs and then make them aware of the
product and ensure the reach of the product by affordability, accessibility and acceptability.
This will be undertaken to consider as a part of a proactive strategy that will help in applying
the trend of capacity capture in the market of China through the CCS projects, carbon-eating
bikes and other similar trends (Gavin Neale Balckburn, 2017).
Like in our case of pollution-eating bikes in China we will generate the awareness about the
product through mouth publicity and other advertising techniques that will help to utilise 4P’s
of marketing to reach the target customers. In next stage, the availability of these bikes will
be ensured so as to reach all the customers and meet the demand of the customers in the
market. After this, another element is the affordability which is another factor influencing the
consumer behaviour as these bikes must be priced such that it can be afforded by maximum
population and the desired goals can be accomplished. Next, the advertising and the action
strategies should be devised such that the product and the idea are accepted by all the
customers in China so that the demand is met and the desired objective is also achieved
(Anna Hart, 2017).
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CONCLUSION
In a nutshell, the trend of the capacity capture has gained much momentum in all the
countries like China. From this emerging trend, China has initiated to capture the capacity by
controlling the Carbon emissions from the vehicles and the steel industries. Through the
partnership of Studio Roosegaarde and the TEZIGN, a Chinese design platform new smog-
eating bikes are developed in China that will clear the smog problems in China by purifying
the air. This will help in the success of Smog Free project and the CCS project in the market
of China. The CCS project is the first in the World that will help in waste management by
capturing the carbon dioxide and then storing them to extract the oil from the grounds. Thus
capacity capture trend has been effectively utilised by China by successfully rendering
implications to its customers and populations rendering them sustainability in long run. A
better customer experience can be attained through this emerging trend ensuring health and
friendly environment.
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REFERENCES
1. Anna Hart, 2017. Anti-smog bikes: could pedal power clean China's polluted air?
Online available at (https://www.theguardian.com/cities/2017/may/19/anti-smog-
bikes-china-air-daan-roosegarde) last accessed March, 2018.
2. Chen, Z.A., Li, Q., Liu, L.C., Zhang, X., Kuang, L., Jia, L. and Liu, G., 2015. A large
national survey of public perceptions of CCS technology in China. Applied energy,
158, pp.366-377.
3. Delang, C.O., 2016. China's Air Pollution Problems. Routledge.
4. Financial review, 2017. China launches first big carbon capture and storage project.
Online available at (http://www.afr.com/news/politics/world/china-launches-first-big-
carbon-capture-and-storage-project-20170329-gv91s2) last accessed March, 2018.
5. Gavin Neale Balckburn, 2017. Pollution-eating bike in development to tackle smog in
China online available at
(https://news.cgtn.com/news/3d49444f7845544e/share_p.html) last accessed March
2018.
6. Harada, T., Simeon, F., Hamad, E.Z. and Hatton, T.A., 2015. Alkali metal nitrate-
promoted high-capacity MgO adsorbents for regenerable CO2 capture at moderate
temperatures. Chemistry of Materials, 27(6), pp.1943-1949.
7. Huaman, R.N.E. and Jun, T.X., 2014. Energy related CO2 emissions and the progress
on CCS projects: a review. Renewable and Sustainable Energy Reviews, 31, pp.368-
385.
8. James Gaines, 2017. Smog-Eating Bikes Are About To Take On Beijing. Online
available at (https://www.good.is/articles/beijing-bicycles-remove-smog-directly-
from-the-air) last accessed March 2018.
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9. Karen Graham, 2017. China begins first of eight large-scale carbon capture projects.
Online available at:
(http://www.digitaljournal.com/tech-and-science/technology/china-begins-first-of-
eight-large-scale-carbon-capture-projects/article/495362) last accessed march, 2018.
10. Li, C., 2018. Clean Air Public Service Announcement Targeting Chinese Audiences
—The Case of Hairy Nose. Open Journal of Social Sciences, 6(01), p.212.
11. Ugrin, J.C., Pearson, J.M. and Nickle, S.M., 2018. An Examination of the
Relationship between Culture and Cyberloafing Using the Hofstede Model. Journal of
Internet Commerce, pp.1-18.
12. Vision Gain, 2017. Carbon Capture & Storage (CCS) Market Report 2017-2027.
Online available at (https://www.prnewswire.com/news-releases/carbon-capture--
storage-ccs-market-report-2017-2027-640519243.html). Last accessed March 2018.
13. Wu, X.D., Yang, Q., Chen, G.Q., Hayat, T. and Alsaedi, A., 2016. Progress and
prospect of CCS in China: using learning curve to assess the cost-viability of a 2× 600
MW retrofitted oxyfuel power plant as a case study. Renewable and Sustainable
Energy Reviews, 60, pp.1274-1285.
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ANNEXURE
Fig.1: Cultural Dimensions of China
Source: https://www.hofstede-insights.com/country-comparison/china/
Fig.2: Pollution Eating Bikes in China
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Source: https://news.cgtn.com/news/3d49444f7845544e/share_p.html
Fig.3: Smog-Free Tower pumping out clean air at Beijing
Source: https://news.cgtn.com/news/3d49444f7845544e/share_p.html
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Fig.4: CCS from 2030, high
Fig.5: Middle, CCS from 2030
Fig.6: Low, CCS from 2030
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Source: https://epub.wupperinst.org/frontdoor/deliver/index/docId/5997/file/
5997_Viebahn.pdf
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