Ethical Consumerism in China: Value, Attitude, and Behaviours

Accompanying China’s recent economic success and rising affluence, there are growing concerns of its social and environmental impacts and the sustainability of China economic growth. Many multinational firms in China and leading Chinese firms are adopting Corporate Social Responsible (CSR) rhetoric and practices, in response to the call from international pressure groups, consumers, and other stakeholders, as well as to the public outcry of several high profile consumer product scandals and government policy to promote business ethics and CSR.

Both popular belief and prior research indicate that CSR have a positive impact on consumer purchase behaviour, however, little is known about the underlying mechanism that lead to such positive effects. Consumers are generally willing to support business ethics, yet their attitude may not translate into actual behaviour, and there seem to be several obstacles to ethical consumption, e.g. personal value, economic constraints, lack of information and trust, availability of ethical products, etc.

The aim of this proposed project is to examine the effects of the firms’ adoption of CSR rhetoric and practices from a consumers’ perspective, by looking into a growing phenomenon of ethical consumerism in China, an area that is relatively underexplored in the ethical consumer behaviour literature. Specifically, we will explore the relationships between Chinese consumers’ ethical value, perceived credibility of CSR, attitude and behaviours toward ethical products. The intended contribution will be the development of a fresh theoretical perspective, by creating and testing a conceptual framework built upon a thorough review of extant literature.

Enquiries regarding this studentship should be made to: Professor Fraser McLeay ([Email Address Removed]) , Dr Zhibin Lin ([Email Address Removed]) or Danielle Grenade on 0191 227 4941 ([Email Address Removed])

Applicants should hold a first or upper second class honours degree (in a relevant subject) from a British higher education institution, or equivalent. Students who are not UK/EU residents are eligible to apply, provided they hold the relevant academic qualifications, together with an IELTS score of at least 7.0.

You should apply using the University’s Research Application Form, available via the link on this page. Applications should be submitted to:
Danielle Grenade (Assistant Administrator)
Academic Support Office
Newcastle Business School
Northumbria University
Newcastle-upon-Tyne
NE1 8ST
Email: [Email Address Removed]