2014 CCRI Winter School

Re-ConceptualizingEthical Consumption:A Chinese Perspective

Yan HuoUniversity of Gloucestershire

yanhuo@glos.ac.uk

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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?

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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?