Understanding Brand Avoidance Among Female Chinese Consumers : The driving forces behind negative consumption among female Chinese consumers

Sammanfattning: The purpose of this study was to find the main drivers of brand avoidance behavior among Chinese female's cosmetics consumers. Based on Lee et al. (2009) and Knittel et al. (2016) model to do the research. Research was conducted based on existing literature. The results show that Chinese female consumers have common driving force in brand avoidance behavior, namely political positioning and animal test in moral avoidance. According to the existing theoretical framework, the cultural differences are used to create a brand avoidance model to suit Chinese female consumers.