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The modern Confucian values influence on Chinese ethical consumption

Yau, Amy and Davies, Iain 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.

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Abstract

This paper explores the ethical ideologies along with the renegotiations of traditional Confucian values (TCV) resonating with the young generation of Chinese consumers. It examines the extent previously embedded Confucian ethics play a part in consumption and the prospect of ethical consumption and sustainability in China. The study finds that the values of individualism and rampant materialism have superseded the prominence of collectivism, righteousness and the long-term orientation of saving. These self-gratifying values have also been exhibited by organisations in China, and as a result, damaged consumer’s perception and raised skeptical attitudes towards the notion of ethical consumption. In contrast, the TCV of face (mianzi and lien) along with frugality still maintains to be of great significance. Implications of each value for ethical consumption are discussed. This study’s inclusion of Confucian ethics addresses some fundamental gaps and contributes to the ethics literature by encompassing crucial elements of Chinese philosophy needed to holistically further understand Chinese ethical reasoning, intention and consumption behaviour.

Item Type: Conference or Workshop Item (Paper)
Date Type: Publication
Status: Unpublished
Schools: Business (Including Economics)
Subjects: B Philosophy. Psychology. Religion > BJ Ethics
H Social Sciences > H Social Sciences (General)
Last Modified: 04 Jun 2017 08:02
URI: http://orca-mwe.cf.ac.uk/id/eprint/71952

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