Skip to Main Content
 

Global Search Box

 
 
 

ETD Abstract Container

Abstract Header

The Relationship between Social Responsibility and Chinese Luxury Shoppers' Purchase Decisions

Li, Meng
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1468444975

Abstract Details

2016, Master of Science (MS), Ohio University, Apparel, Textiles, and Merchandising (Education).
The objective of this exploratory study was to investigate the effectiveness of corporate social responsibility as advertised by favorite brands on female Chinese luxury shoppers’ purchase decisions. Twelve qualified participants were chosen from a list of customers provided by the Beijing SKP shopping mall. Data were collected using in-depth interviews via email. All participants completed the demographic questionnaires and answered 22 open-ended interview questions, covering luxury, social responsibility, consumer behaviors and value congruence. Content analysis, followed by coding and categorizing, was used to analyze the data. Value congruence theory was used as the theoretical framework to explore the degree to which the participants valued social responsibility and such values shown by luxury brands. The emerging themes of luxury, high prices, and nonessential items were summarized based on the participants’ responses. As a result, the majority of the participants believed in luxury products and lifestyles and the outstanding qualities that luxury items offer. The participants’ perceptions of social responsibility can be attributed in part to the luxury brands’ practices of CSR. Almost half of the participants’ perceptions of CSR motivated their decisions to purchase socially responsible luxury products. Moreover, most participants indicated their willingness to continue to support their favorite luxury brands’ practices of CSR. Most Chinese luxury shoppers preferred to learn about luxury brands’ socially responsible practices from social media. Design and quality were the most important external factors that affected the participants’ decisions to purchase socially responsible luxury products. Luxury companies that engage in CSR need to spend more time introducing and advertising their actions to Chinese luxury shoppers. These companies also need to pay more attention to providing more product options for socially responsible products with unique designs and outstanding quality in order to meet Chinese luxury shoppers’ expectations. The Chinese government and media should invest more effort in disseminating information about the luxury brands’ positive actions concerning social responsibility. The future research emphasizing luxury brands’ socially responsible practices would help luxury brands develop profitable marketing strategies to cater to Chinese luxury shoppers.
Mijeong Noh (Advisor)
Yegan Pillay (Committee Member)
Lisa Williams (Committee Member)
68 p.
Asian Studies; Behavioral Sciences; Womens Studies
social responsibility; luxury; Chinese luxury shoppers; consumer behaviors; luxury shoppers; value congruence; purchase decisions

Recommended Citations

Citations

  • Li, M. (2016). The Relationship between Social Responsibility and Chinese Luxury Shoppers' Purchase Decisions [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1468444975

    APA Style (7th edition)

  • Li, Meng. The Relationship between Social Responsibility and Chinese Luxury Shoppers' Purchase Decisions. 2016. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1468444975.

    MLA Style (8th edition)

  • Li, Meng. "The Relationship between Social Responsibility and Chinese Luxury Shoppers' Purchase Decisions." Master's thesis, Ohio University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1468444975

    Chicago Manual of Style (17th edition)

ohiou1468444975
2,695
© 2016, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.