After a long history of overexploitation and destruction of its natural resources, China has begun to include environmental protection among its economic development priorities. From the 1990s, the government has started to take important steps in this direction, by signing all relevant major international agreements, setting stricter measures to keep pollution out of densely populated areas and launching a number of eco-friendly projects aimed at enhancing 'environmental consciousness' in Chinese citizens. What level of environmental consciousness can be found in Chinese contemporary society? Are Chinese consumers ready for the so-called responsible consumption? What value do Chinese citizens attach to 'nature', 'the environment', 'responsible consumption'? Assuming it is rather difficult to give exhaustive answers, the author will try to shed some light on these issues through the analysis of an innovative project, which is going to reshape the island of Chongming, in Shanghai Municipality, into an environmentally friendly island.