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.
Recommended Citation
Chao, Hsin-Ju (Angela), "Differences between Chinese and American preferences for and purchasing behavior of green products" (2015). Cal Poly Humboldt theses and projects. 1974.
https://digitalcommons.humboldt.edu/etd/1974
https://scholarworks.calstate.edu/concern/theses/6q182n68s