Each day, before Gu Qingyu takes her 5-month-old daughter out for a stroll in the morning, this stay-at-home mom checks the Beijing Municipal Environmental Protection Bureau website for its daily air quality report.

Su Wei, a stylish youngster working for an entertainment company in Beijing, carries a "green" bag designed by her fashion icon, the Chinese Kate Moss -- Lin Chi-Ling.

Zhou Jingyi, a 5-year-old girl of Hepingmen Kindergarten, always asked her parents to collect used bottles so that she could make toys with them. It was part of her school curriculum.