ethical consumption: a chinese perspective - yan huo
DESCRIPTION
Ethical consumption is a western born concept; what does ethical consumption mean to the rest of the world? This research project is interested in exploring the meaning of ethical consumption from a Chinese perspectiveTRANSCRIPT
2014 CCRI Winter School
Re-ConceptualizingEthical Consumption:A Chinese Perspective
Yan HuoUniversity of Gloucestershire
2014 CCRI Winter School
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Beginning
Present
EC as centre
China as centre
China as frame
EC as frame
Transition
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The Attitude-Behaviour Gap in Ethical Consumption
• To elicit barriers responsible for this gap
• To find out the relative importance of these
barriers
• To seek solutions to overcome these
barriers
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Previous Research Design: Mixed Method
• First phase:Focus groups
• Second phase:Questionnaires
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Evolved Research Design:An Ethnographic Turn
PLAN• Second phase:
Questionnaires
IMPLEMENTED• Second Phase:
13 interviews with participants observation components
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Here & Now ( presented)1. Compared with the established Western literature, are there any
differences in the understanding of ethical consumption among Chinese consumers? If so, what are the understandings of ethical consumption among Chinese consumers?
2. What are the barriers for Chinese consumers’ ethical consumption behaviour? What are the similarities and differences between the barriers identified in Western literature?
3. What one can learn from the Western ethical consumption development to provide clues to promote the ethical consumption behaviour among Chinese consumers?
2014 CCRI Winter School
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Here & Now ( current)
1. What is the current understanding of ethical consumption among Chinese consumers?
2. What are the barriers for to increased ethical consumption behaviour among Chinese consumers’?
3. How to promote can ethical consumption behaviour among Chinese consumers be encouraged?
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Making Sense of Interview Data
• Applying NVivo analysis software tool
2014 CCRI Winter School
Thank you!
Any Comments or Questions?