Marketing 3.0:Communicating Shared Value In The E-economy

The aim of this thesis is to investigate the state and future prospects of Chinese consumers’ behavior, and attitudes towards sustainability. Based on the analysis thereof, the author develops an assessment on how marketers should act in order to implement effective communication strategies in China.Business Ethics and Corporate Social Responsibility (CSR) have become crucial concepts reshaping corporate activities. Companies are aware that consumers make their buying decisions by taking into account new aspects, associating themselves with brands that make them feel involved, and encourage their participation. What a business does for society and the environment is more and more relevant, and people want to be part of the change. The rise of purpose brands is redefining the role for marketing and brands themselves that we have been used to in the past.Most of the previous studies have been focusing on Western contexts. This paper, instead, aims at investigating how Chinese consumers behave, and analyze whether CSR and sustainability play a role in influencing their purchasing choices. Furthermore, it intends to identify whether the correct marketing strategies and channels are implemented to communicate these practices in China. Thus, the research seeks to fill this gap, through a consumer-survey approach that allows the author to deeply understand Chinese perception and habits towards CSR and offer recommendations. Apart from a solid theoretical background of relevant Marketing Strategy and Social Responsibility theories, a comprehensive analysis of emerging trends is conducted. Some examples include the recent concepts of Creating Shared Value (CSV) and Millennials. Suggestions for further research are given.The results show that, in relation to a good awareness of what Corporate Social Responsibility stands for, Chinese consumers consider it to be a fundamental factor in their buying decisions, and they are willing to spend more money on products from ethical companies. Furthermore, social media and online advertising should be the key channels for businesses to communicate their related activities, as the vast majority of people interested in sustainability use these platforms to look for information on products and services.