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Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China

Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China

Hu Yi
Copyright: © 2023 |Pages: 16
ISBN13: 9781668449554|ISBN10: 1668449552|ISBN13 Softcover: 9781668449561|EISBN13: 9781668449578
DOI: 10.4018/978-1-6684-4955-4.ch001
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MLA

Yi, Hu. "Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China." Cases on Social Justice in China and Perspectives on Chinese Brands, edited by Youssef Elhaoussine and Lulu Wang, IGI Global, 2023, pp. 1-16. https://doi.org/10.4018/978-1-6684-4955-4.ch001

APA

Yi, H. (2023). Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China. In Y. Elhaoussine & L. Wang (Eds.), Cases on Social Justice in China and Perspectives on Chinese Brands (pp. 1-16). IGI Global. https://doi.org/10.4018/978-1-6684-4955-4.ch001

Chicago

Yi, Hu. "Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China." In Cases on Social Justice in China and Perspectives on Chinese Brands, edited by Youssef Elhaoussine and Lulu Wang, 1-16. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-4955-4.ch001

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Abstract

Following their support of the Better Cotton Initiative (BCI), Adidas released a statement to all their suppliers preventing them from sourcing any cotton from the Xinjiang region in China. This position from the brand has generated intense discussion from Chinese netizens, leading to a boycott campaign in the Chinese market. This chapter will explain the origin and the development of this controversial situation. It will also show how Chinese consumers reacted to this incident and their different perceptions of the situation. In addition, this chapter will emphasize the importance of social justice and patriotic interest within the Chinese market.

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