Exploring the Meaning of Ethical Consumption: a Chinese Perspective
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EXPLORING THE MEANING OF ETHICAL CONSUMPTION: A CHINESE PERSPECTIVE Yan Huo A thesis submitted to The University of Gloucestershire in Accordance with the requirements of the degree of Doctor of Philosophy in the Business School September 2016 Abstract The existing literature on ethical consumption is primarily developed from a Western perspective; those from other parts of the world remain under- represented. This study offers an authentic Chinese perspective of ethical consumption: revealing Chinese consumers’ responses to the Western notion of ethical consumption and describing their interpretations of ethical consumption in a Chinese context. A phenomenological approach was adopted to explore this Chinese perceptive through consumers’ lived life stories and experiences. Four focus groups and fourteen interviews were conducted to ‘make text’, thematic analysis, guided by a hermeneutic approach to interpretation, was then used to produce rich meanings. This study’s findings highlight the significance of traditional Chinese cultural virtues, and in particular, those attached to reconstructionist Confucianism. The outcomes illustrate that these traditional Chinese virtues are still deeply embedded in Chinese consumers, speaking through them and influencing their construction of the meanings of ethical consumption. Virtues such as harmony, thrift, being humble, trustworthiness, humanness and righteousness, loving one’s family and extending this love to others, are particularly relevant. This Chinese perspective of ethical consumption, therefore, can be viewed as ‘a bundle of virtues’. This bundle does not operate in a fixed order, but rather the elements interact with the external environment and thus the virtues used are influenced by specific situations to provide the basis for ‘ethical consumption’ in context. The study findings also indicate the usefulness of virtue ethics in the field of ethical consumption. This leads to the suggestion that future research adopt a virtue ethics lens, rather than falling back on either a principles-based (deontological) or outcomes-based (consequential) perspective. Thus, even though this study considers a Chinese perspective, it offers a response to the Western notion of ethical consumption that underscores the importance of context, environment and situation. This leads to a position where research need to address, appreciate and incorporate the collaboration of governments, organizations and individual consumers in achieving a ‘true’ sense of ethical consumption. i Author Declaration I declare that the work in this was carried out in accordance with the regulations the University of Gloucestershire. It is original except where indicated by the specific reference in the text. No part of the thesis has been submitted as part of any other academic ward. The thesis has not been presented to any other education institution in the United Kingdoms or overseas. Any views expressed in the thesis are those of the authors and in no way represent those of the University. Signed: Date: 15th September, 2016 ii Acknowledgement I have been dreaming of writing this acknowledgement for a very long time. The idea of writing an acknowledgement excites me as it signifies the end of the thesis. At this very moment, I feel glad that I have this opportunity to express my deep gratitude. To recall this research journey…Firstly, I would like to thank my supervisors: Dr Lily Wang and Dr Philippa Ward. Without their help and support, there would be no thesis. Secondly, my gratitude to all the participants and gatekeepers, thanks go to them for offering their trust and openly sharing their stories and experiences for this research. Thirdly, I want to thank my viva examiners: Prof. Barry Davies and Dr Ai-Ling Lai, and Dr Robin Bown for chairing my viva. In addition, I would like to express my deep thanks to our beautiful Park campus, and the friendly and helpful staff in it. I have enjoyed studying in such a stunning campus and being so close to nature. The staff from the Research Administration Office to the international office have all been helpful over the years with every single detail. I want to thank them here: Cris from the Student Achievement Team, Sabina, Charley, Niki from the Research Office, Jane, Richard and Ken from the ICT Team, Jo our lovely Chaplain, the librarians, security guards and cleaners, and many more staff whose names I do not even know, but feel heart-felt joy for their friendly nods and smiles. I want to thank my parents and family who are in Beijing and lent me mental endurance and offered generous financial support during my studies. Thanks them for giving me the opportunity of studying in the UK and respecting my decision to do a PhD. I also would like to thank my colleagues and friends in the postgraduate researchers’ office, Maryam, Aasim, Vivian, Bru, Nita, Naza, Rose, Ronald, Ryan, Ali for their friendship and encouragement – always. iii ‘Thanks for roses by the wayside; thanks for thorns their stems contain.’ Thanks be to God-Father, Son and Holy Spirit iv TABLE OF CONTENTS Abstract ......................................................................................................... i Author Declaration ....................................................................................... ii Acknowledgement ...................................................................................... iii Prologue ....................................................................................................... 1 Chapter 1. Introduction ............................................................................... 6 1.1 Introduction ...................................................................................................................... 6 1.2 Personal rationale for the study ..................................................................................... 7 1.3 Research rationale ........................................................................................................... 8 1.4 Contextualization of the study ...................................................................................... 11 1.5 Contributions of the thesis ........................................................................................... 13 1.6 Thesis overview ............................................................................................................. 14 Chapter 2. Literature Review .................................................................... 17 2.1 Introduction .................................................................................................................... 17 2.2 Genealogy of the concept of ethical consumption .................................................... 18 2.2.1 The concept of ethical consumption ......................................................................... 18 2.2.2 Studies of ethical consumption ................................................................................. 22 2.2.3 An alternative logic in studying ethical consumption ................................................ 29 2.2.4 Ethical consumption vs. ethical consumerism .......................................................... 31 2.2.5 An overview of consumerism and capitalism ............................................................ 34 2.3 Moral philosophies ........................................................................................................ 36 2.3.1 Consequentialism ...................................................................................................... 37 2.3.2 Deontology ................................................................................................................ 38 2.3.3 Moral foundation of the Western concept of ethical consumption and its specific concerns ............................................................................................................................. 39 2.4 Culture: culture and consumption ............................................................................... 50 2.5 Chinese cultural values: searching for the suitable term .......................................... 53 2.6 A comparison of Reconstructionist Confucian and Western moral values ............ 56 2.6.1 A conversation between Confucian moral vision and Western moral principles ...... 57 2.6.2 A Confucian view on human and nature relationships .............................................. 66 2.7 Confucian moral implications on consumption ......................................................... 69 2.7.1 Frugality .................................................................................................................... 70 2.7.2 Cheng-xin .................................................................................................................. 71 v 2.7.3 Ren-yi ........................................................................................................................ 75 2.8 Concluding remarks ...................................................................................................... 78 Chapter 3. A natural history of the study ................................................. 81 3.1 Introduction .................................................................................................................... 81 3.2 Research philosophy progression ............................................................................... 81 3.3 Research Philosophy: hermeneutic phenomenology or phenomenological hermeneutics .......................................................................................................................