DOI QR코드

DOI QR Code

An exploratory study on Chinese shoppers' perception of luxury brands' social responsibility

  • Li, Meng (Dept. of Human and Consumer Sciences, Ohio University) ;
  • Noh, Mijeong (Dept. of Human and Consumer Sciences, Ohio University)
  • Received : 2018.03.10
  • Accepted : 2018.06.24
  • Published : 2018.06.30

Abstract

Recently China has become one of the major markets for luxury brands. In addition, practicing social responsibility by manufacturers of luxury brands has become ubiquitous because consumers' perception of such practices may affect their purchase decisions positively. This study explored Chinese shoppers' perception of luxury brands' social responsibility practices and their information seeking behavior. In this study, value congruence was used as a theoretical framework. Twelve participants were selected out of customers in a shopping mall in Beijing, and they were subject to in-depth interview. The interview consisted of open-ended questions about perception of luxury brands' social responsibility practices, sources to access such practices, and the degree of personal value congruence to such practices as well as demographic information. Qualitative approach was used to analyze the data. Half of the participants indicated their awareness of the social responsibility practices of luxury brands, which sets up a foundation for understanding importance of luxury brands' social responsibility practices. Approximately half of the participants preferred to learn about luxury brands' socially responsible practices online especially via social media. These findings imply that Chinese luxury shoppers' trust and preference for the companies would be enhanced by effective development and advertisement of companies' social responsibility practices, and thus provide luxury companies with useful information on marketing strategies.

References

  1. A Plus. (2007). China luxury. Hong Kong Institute of Certified Public Accountants, Hong Kong. Retrieved from http://app1.hkicpa.org.hk/APLUS/0710/p24_29.pdf
  2. Atsmon, Y., Dixit, V., & Wu, C. (2011). McKinsey Quarterly. Retrieved from http://www.asia.udp.cl/Informes/2011/china_luxury.pdf
  3. Burkitt, L. (2011, June 13). In China, Women Begin Splurging. The Wall Street Journal. Retrieved from http://www.wsj.com/articles/SB10001424052748703864204576315291406475666
  4. Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia's love affair with luxury. London, UK: Nicholas Brealey International.
  5. Chan, T., & Wong, C. W. Y. (2012). The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision. Journal of Fashion Marketing and Management, 16(2), 193-215. doi:10.1108/13612021211222824 https://doi.org/10.1108/13612021211222824
  6. Davies, L. A., Lee, Z., & Ahonkhai, I. (2012). Do consumers care about ethical luxury? Journal of Business Ethics, 106(1), 37-51. doi:10.1007/s10551-011-1071-y https://doi.org/10.1007/s10551-011-1071-y
  7. Dickson, M. A., & Eckman, M. (2006). Social responsibility: The concept as defined by apparel and textile scholars. Clothing and Textiles Research Journal, 24(3), 178-191. doi:10.1177/0887302X06293031 https://doi.org/10.1177/0887302X06293031
  8. Doval, J., Singh, E. P., & Batra, G. (2013). Green buzz in luxury brands. Review of Management, 3(3/4), 5-14.
  9. Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. Les Cahiers de Recherche, 33, 1-56.
  10. Edwards, J. R., & Cable, D. M. (2009). The value of value congruence. Journal of Applied Psychology, 94(3), 654-677. doi:10.1037/a0014891 https://doi.org/10.1037/a0014891
  11. Erdogan, B., Kraimer, M. L., & Liden, R. C. (2004). Work value congruence and intrinsic career success: The compensatory roles of leader-member exchange and perceived organizational support. Personnel Psychology, 57, 305-332. doi:10.1111/j.1744-6570.2004.tb02493.x https://doi.org/10.1111/j.1744-6570.2004.tb02493.x
  12. Gam, H. J., Ma, Y. J., & Banning, J. (2014). Socially responsible apparel labels: Effects on fashionable shoppers. Family & Consumer Sciences Research Journal, 42(3), 292-305. doi:10.1111/fcsr.12062 https://doi.org/10.1111/fcsr.12062
  13. Goody, J. (2006). From misery to luxury. Social Science Information, 45(3), 341-348. doi:10.1177/0539018406066526 https://doi.org/10.1177/0539018406066526
  14. Goworek, H. (2011). Social and environmental sustainability in the clothing industry: A case study of a fair trade retailer. Social Responsibility Journal, 7(1), 74-86. doi:10.1108/17471111111114558 https://doi.org/10.1108/17471111111114558
  15. Han, C. H., Awan, M. A., & Khan, H. U. (2016). Luxury brands and corporate social responsibility: A perspective on consumers' preferences. Journal of International Management Studies, 16(1), 77-81.
  16. Han, Y. J., Nunes, J. C., & Dreze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30. doi:10.1509/jmkg.74.4.15 https://doi.org/10.1509/jmkg.74.4.15
  17. Heine, K. (2011). The concept of luxury brands. (1.0). (B. G. Vredenburgh, ed.). Berlin, Germany: TU Berlin.
  18. Hustvedt, G., & Dickson, M. A. (2009). Consumer likelihood of purchasing organic cotton apparel: Influence of attitudes and self-identity. Journal of Fashion Marketing & Management, 13(1), 49-65. doi:10.1108/13612020910939879 https://doi.org/10.1108/13612020910939879
  19. Joy, A., Sherry Jr., J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-295. doi:10.2752/175174112X13340749707123 https://doi.org/10.2752/175174112X13340749707123
  20. Kapferer, J. N. (2010). All that glitters is not green: The challenge of sustainable luxury. The European Business Review, 40-45.
  21. Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5/6), 311-322. doi:10.1057/bm.2008.51 https://doi.org/10.1057/bm.2008.51
  22. Kapferer, J. N., & Michaut-Denizeau, A. (2014). Is luxury compatible with sustainability? Luxury consumers' viewpoint. Journal of Brand Management, 21(1), 1-22. doi:10.1007/978-3-319-51127-6_7 https://doi.org/10.1057/bm.2013.19
  23. Kunz, G. I., Karpova, E., & Garner, M. B. (2016). Going global: The textile and apparel industry (3rd ed.). New York, NY: Fairchild Books.
  24. Langlois, A., & Berberio. E. J. (2013). Luxury goods & China: A case study. Journal of Applied Business & Economics, 14(5), 83-98.
  25. LuxePack (2016). LuxePackShanghai. Retrieved from http://www.luxepackshanghai.com/uploads/contentHandler/16/pr2_cn-3.pdf
  26. Moss, G. (2009). Gender, design and marketing: How gender drives our perception of design and marketing. London, UK: Routledge.
  27. Nicholson, K. (2011). Insight: Marketing-socially responsible brands-building brand loyalty through good actions. Campaign Asia-Pacific, 18-19.
  28. Luxury. (2015). In Oxford English Dictionary. Retrieved from http://www.oed.com/view/Entry/111515?redirectedFrom=luxury#eid
  29. Park, H. J., Rabolt, N. J., & Jeon, K. S. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 2, 244-259. doi:10.1108/13612020810874917
  30. Qianzi, W. (2016, January 22). Sample of SKP China high-end shopping mall in Beijing. The Beijing News. Retrieved from http://epaper.bjnews.com.cn/html/201601/22/content_619516.htm?div=-1
  31. Ramasamy, B., & Yeung, M. (2009). Chinese consumers' perception of corporate social responsibility (CSR). Journal of Business Ethics, 88, 119-132. doi:10.1007/s10551-008-9825-x https://doi.org/10.1007/s10551-008-9825-x
  32. Roberts, D. (2014, September 17). Bloomberg Business: China. Retrieved from http://www.bloomberg.com/bw/articles/2014-09-17/where-chinas-millionaires-live-and-how-they-got-rich
  33. Rochon, M. (2017, September 26). Defintion of social responsibility in business. Bizfluent. Retrieved from https://bizfluent.com/info-8077860-definition-social- responsibility-business.html
  34. SouthMoney (2015, April 2). Hong Kong Stock. Retrieved from http://www.southmoney.com/hkstock/ggxinwen/201504/304804.html
  35. Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of Business Ethics, 101, 197-212. doi:10.1007/s10551-010-0716-6 https://doi.org/10.1007/s10551-010-0716-6
  36. Touliatos, J., & Compton, N. H. (1988). Research methods in human ecology/home economics. Ames, IA: University of Iowa Press.
  37. Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506. doi:10.1057/palgrave.bm.2540194 https://doi.org/10.1057/palgrave.bm.2540194
  38. Walley, K., & Li, C. (2015). The market for luxury brands in China: Insight based on a study of consumers' perceptions in Beijing. Journal of Brand Management, 22(3), 246-260. doi:10.1057/bm.2013.29 https://doi.org/10.1057/bm.2013.29
  39. Yifu. (2015, December 2). Fortune Quality Research Institute Zhou Ting: 2015 China Luxury Report. Retrieved from http://www.jiemian.com/article/458794.html
  40. Zhang, J., & Bloemer, J. M. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161-178. doi:10.1177/1094670508322561 https://doi.org/10.1177/1094670508322561