Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 27 , 10 November 2023


Open Access | Article

The Relationship Between Chinese Consumer Behavior and Corporate Social Responsibility of Luxury Brands, after the COVID-19

Zhehao Chen * 1
1 Wenzhou—Kean University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 27, 44-50
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Zhehao Chen. The Relationship Between Chinese Consumer Behavior and Corporate Social Responsibility of Luxury Brands, after the COVID-19. AEMPS (2023) Vol. 27: 44-50. DOI: 10.54254/2754-1169/27/20231209.

Abstract

Consumer spending on luxury goods decreased during the outbreak. Luxury brands are also increasingly focusing on corporate social responsibility. The topic of this paper is to examine the relationship between the CSR of luxury brands and Chinese consumer buying behavior after COVID-19. In this study, 313 Chinese participants who are familiar with luxury goods, were randomly selected to finish a questionnaire. The data will be presented in graphical form, and this survey uses analysis of correlation as well as regression analysis to explore the relationship between different social responsibilities and consumer behaviors. Nearly all participants think that luxury companies should take social responsibility, but most of them don't choose to actively know about it actively, but only realize that luxury companies should take social responsibility passively when events happen. However, for companies, the consequences of not fulfilling social responsibility may seriously affect the sales of luxury companies. The three most important responsibilities include product quality and safety responsibility, environmental protection responsibility, and basic salary and welfare of employees. In addition, environmental responsibility, customer orientation responsibility, social responsibility, and employee and job placement responsibility all contribute to consumer purchasing behavior.

Keywords

luxury, CSR, COVID-19, consumer, consuming behavior

References

1. Lockwood, L. (2022, January 12). Gucci Asked by World Animal Protection U.S. to Stop Using Wild Animals in Campaigns. Retrieved from https://wwd.com/fashion-news/designer-luxury/gucci-asked-by-world-animal-protection-to-stop-using-wild-animals-in-tiger-campaign-1235029847/

2. Kudłak, R., Szőcs, I., Krumay, B., & Martinuzzi, A. (2018, February 16). The future of CSR - Selected findings from a Europe-wide Delphi study. Retrieved from https://www.sciencedirect.com/science/article/pii/S0959652618304311

3. Sabanoglu, T. (2022, January 10). Share of the luxury goods market by region worldwide 2021. Retrieved from https://www.statista.com/statistics/245641/share-of-the-luxury-goods-market-worldwide-by-region/

4. McKinsey (2021), “The state of fashion 2021”, available at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2021/the-state-of-fashion-2021-vf.pdf

5. Block, F. (2020, January 29). Luxury Fashion and Beauty Brands Are Pledging Millions in Fight Against Coronavirus in China. Retrieved from https://www.barrons.com/articles/luxury-fashion-and-beauty-brands-are-pledging-millions-in-fight-against-coronavirus-in-china-01580329136

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-075-2
ISBN (Online)
978-1-83558-076-9
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/27/20231209
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated