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Adidas: Patriotic Sentiment and Consumer Boycott Campaign in China
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Author(s): Hu Yi (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 16
Source title:
Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 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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