ABSTRACT
The creation of the ‘Strategic Plan for Biodiversity’ by the Convention on Biological Diversity (CBD) has been identified as the ‘United Nation’s Decade on Biodiversity’. In China, the concept of ‘Ecological Civilization’ has emerged, and this chapter explores such an ideal mechanism in a Chinese context, by investigating the insights from relevant stakeholders and studying a Chinese private company’s financial product that significantly engages people in environment-friendly behaviour: Alipay’s ‘Ant Forest’. The construction of ecological civilization was firstly proposed in 2007 as one of the new requirements for building a moderately prosperous society in all respects by 2020. ‘Ant Forest’ is a mobile application platform that engages people in environment-friendly behaviour and in sharing ecological lifestyles.
