Differences between Chinese and American preferences for and purchasing behavior of green products

Graduation Date

2015

Document Type

Project

Program

Other

Program

Project (M.B.A.)--Humboldt State University, Business Administration, 2015

Committee Chair Name

David Sleeth-Keppler

Committee Chair Affiliation

HSU Faculty or Staff

Keywords

Green products, Chinese and American markets, Marketing strategies, Purchasing behavior, Consumers, Humboldt State University -- Projects -- Business Administration

Abstract

This paper gives a direction to green marketers to understand different aspects of Chinese and American green consumers' preferences and their purchasing behavior.. Furthermore, the general discussion and recommendations for marketers shows a decision-making model for green products comparing Chinese and American consumers. The model contains four sections, including before the purchase, during the purchase, after the purchase, and regret. Each section explains how green consumers make decisions in each stage. This model is useful for global marketers interested in developing more accurate marketing strategies for green products aimed toward Chinese and American markets.

https://scholarworks.calstate.edu/concern/theses/6q182n68s

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