Dissertation/Thesis Abstract

Responsible Consumerism and Feminism: Marketing Sustainable Products to Women in China
by Pickett, Whitney , M.A., The American University of Paris (France), 2016, 91; 27605891
Abstract (Summary)

Can Chinese consumer behavior witness a sustainable shift in the realm of female menstruation products? Is this possible shift an attractive opportunity for western companies who market such products? This thesis outlines what a sustainable consumer behavior shift for women in China would consist of, how the shift can be made possible, and finally, why it is attractive for consumers, business owners, and China as a whole.

Using both qualitative and quantitative research strategies, this thesis includes textual analysis content analysis, a survey, a focus group, and interviews.

The use of both qualitative and quantitative methods when matched with the theories, such as the value-orientation model and the convention theory, stamped on top of the overall research goal, indicates that by following a specific framework, the alteration to more sustainable consumer behavior among women in China is not only possible but would be welcomed by means of a stark cultural shift.

Indexing (document details)
Advisor: Earhart, Robert
Commitee: Zhang, Kate Yue
School: The American University of Paris (France)
School Location: France
Source: MAI 81/3(E), Masters Abstracts International
Subjects: Asian Studies, Quantitative psychology, Sustainability, Womens studies, Marketing, Social structure, International Relations
Keywords: Value-orientation model, Menstruation, China, Women, Convention theory, Cultural shift
Publication Number: 27605891
ISBN: 9781088346518
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