Drivers of Gift-Giving Behaviour. Part One: Key Insights Report

Abstract

The Mondelēz Key Insights report summarises the findings of recent research from the disciplines of marketing, consumer behaviour, and social psychology that are relevant to the development and promotion of a new premium product in the food category in China. The report is separated into three sections. Part One (the current document) reviews academic literature on the drivers of gift-giving behaviour, with a specific focus on research conducted in China. The report begins with an overview of the theories underlying research on gift-giving, including a brief discussion of the market economy, the moral economy and social embeddedness, consumer-product relationships, consumption-oriented commu..