Fully funded PhD: An intergenerational research on the 4th ‘R’ in responsible consumption among East Asians

Sheffield University Management School is seeking applications for a fully funded PhD from exceptional UK/EU/International students with an outstanding academic record (distinction/high merit or equivalent), as well as a proven record in research training.

Project description

Historically, research in responsible consumption originated from developed, Western markets. However, as a result of the alarming depletion of our natural resources due to human consumption, there is a need to elevate to a global scale a common effort towards a sustainable future, where West and East learn from each other, both in terms of practical experiences and values. Younger generations in East Asian countries such as Japan, China, Vietnam, are placed between different streams of social learning: aspirational modern values from the West, versus traditional values from the past, directly imparted to them from their parents and grandparents. However, Eastern old-aged values of respecting nature can become a drive for a contemporary goal of sustainability. The extant literature has commonly used 3Rs as sustainability principles: reduce, reuse and recycle. Sometimes there is a further or alternative R added into this function, for example, repair, recover or refuse (radical choice of what to consume). In the context of East Asia, a new R can be proposed - Respect for nature and resources. This value is rooted in the Confucian morality of frugality as well as the main tenet of Taoism (or Shintoism in Japan) – living in harmony, respect nature. This East Asian ‘R’ is arguably an overarching concept that can cover the other existing Rs of sustainability principles.

This research aims to study how East Asian citizen-customers learn this value of respecting nature via social learning, and the impact of this on responsible consumption. The project will use focus groups and development and validation of a psychometrically-sound measure for intergenerational influence, and testing of its role in determining consumption behavioural outcome.

How to apply

The deadline to apply is 1 July 2019 at 17:00 UK time. Please note that applications will not be processed if they are incomplete or received after the deadline. Shortlisted candidates will be invited to interview on Tuesday 13/Wednesday 14 August 2019.

Applicants should submit a 1000 word research proposal which directly addresses the theme and/or specific topic to which they are applying. The proposal should contain a brief background to the topic, which demonstrates knowledge of existing work in the field, and potential contributions to knowledge. It should also explain the proposed research methods and include a plan of the research, and a timeline.

For more information and to submit an application, visit: www.sheffield.ac.uk/management/study/researchdegrees/fundedprojects

Please clearly indicate the number of the project in your application: Marketing 1/3

For an informal discussion about this opportunity, please contact: Dr Lien Monkhouse [Email Address Removed]