Developing a trichotomy model to measure socially responsible behaviour in China

Since the Chinese government advocated a Harmonious Society, socially responsible consumption has increased and companies are responding to the trend.

A measurement of socially responsible consumer behaviour in China

Jun Yan and Qiuling She

Huazhong University of Science and Technology


Since the 1990s a number of surveys have provided ample evidence that a significant proportion of consumers, who uses ethical criteria in their purchase decisions, has grown in many countries (e.g. CWS 1995; Roberts 1995, 1996; BT 1996; Strong 1996; Cooper 1998; Rogers 1998). The study of socially responsible consumption (SRC), or socially conscious consumption, has also attracted much attention from academics (Anderson & Cunningham 1972; Webster 1975; Antil 1984; Leigh et al. 1988; Roberts...

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