The Impact of the Xinjiang Cotton Issue on Sneaker Collecting
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2022-07-08
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en
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As the sneaker culture is gradually known and loved by more and more people, the phenomenon of sneaker online speculation also comes into being. Nike and Adidas, which once dominated China's sneaker market, have been hit by a consumer boycott in China over the Xinjiang cotton issue. This can be explained by the theory of nationalism. Previous nationalism studies did not treat consumer purchases for nationalistic reasons as responses to brand behavior. The Consumer Culture Theory (CCT) research tradition can help us understand the impact of the Xinjiang cotton problem on Chinese consumer behavior in the context of Chinese consumer culture. Because the Xinjiang cotton issue is related to China's social background and culture, the occurrence of this event has caused a change in Chinese consumer behavior. The main problem of this thesis is to explore whether nationalistic identity has an impact on consumer behavior. Through the analysis of qualitative interview data, it is found that people reduce the purchase of western brand sneakers and increase their interest in local brands, but this boycott of Western brands is only temporary. This research can not only explore the relationship between nationalism and consumerism but also pay attention to the influence of CCT theory. The research of the thesis can help managers realize the importance of the effect of nationalism. Future research directions can not only be limited to the social and cultural background of China, but also explore the relationship between nationalism and consumer behavior in the Western context.
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Faculteit der Managementwetenschappen