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Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China

Hu Yi (Beijing Normal University-Hong Kong Baptist University United International College, China)

EISBN13: 9781668491133|DOI: 10.4018/978-1-6684-4955-4.ch001

OnDemand Chapter PDF Download Download link provided immediately after order completion

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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Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China

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