This document proposes using the Blue-Green-Red behavioral model to assess consumer behavior in China. It analyzes aspects of Chinese culture according to this model, assigning points in the Blue (facts), Green (individualism), and Red (community) areas. Chinese culture scored highest in Red, followed by Blue then Green. Consumer behaviors were then analyzed in the same way and found to align with the cultural assessment. This suggests the model may effectively link culture and markets when developing marketing strategies, though more rigorous research is needed to validate this approach.

1. IT, I, WE: A FRAMEWORK FOR
THE CONSUMER BEHAVIOUR
The Case of China, Gaungdong region
ABSTRACT
The aim of this essay is to propose a new
approach for assessing the consumer
behavior, and thus the appropriate
marketing communication strategy, by
using the Blue, Green and Red behavioral
model.
Ivan Gruer
Signature:
ivan.gruer@gmail.com
it.linkedin.com/in/ivangruer/en
SUN YAT-SEN University:
International Summer
Program 2013 (1-19 July) –
Final Essay

2. 1
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
Introduction
As a final essay of the summer exchange program 20013 provided by the SUN YAT-SEN University
(three weeks from 1st to 19th July 2013) it will be described a new approach for assessing the
consumer behavior and thus adopting the appropriate marketing communication strategy.
There are many models, such as MBTI (Meyer-Briggs Type Indicator), Belbin Team Role, TIP (The
International Profiler) and many others, that can assess behaviors and attitudes of a human being
as well as theirs interactions. Meanwhile, many different frameworks are available as well in order
to identify and thus classify different cultures such as the six dimensions by Geert Hofstede, Fons
Tompenaars’ seven dimensions and the GLOBE project. Such tools are well known in the business
for managing cross-culture divergences as well for a well-defined marketing communication.
Another simple tool that identify the behavior of a human being is the Blue, Green and Red model
where each colors identify respectively the following areas: IT (facts, figure, etc.), I and WE [3][6].
Each person usually puts most of the effort in one or maximum two of these areas while the
othersother areis usually weakening. Since behaviors and the culture are mutually correlated, the
objective of this report is to illustrate a new methodology for assessing a culture with a
straightforward approach by using the Blue (IT), Green (I) and Red (WE) model in order to implement
a marketing communication that is effective.
As an example of methodology presented, the Chinese Culture will be analyzed with a focus on the
Guangdong region. The approach of the assessment is qualitative and subjective according to the
insights provided in the courses within the Chinese Politics and Cultural Studies of the Summer
Exchange Program 2013 as well as some personal impressions collected during these three weeks.
For these reasons, this report is faraway to be consider as an assessment of the Chinese culture

3. 2
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
since neither a qualitative or a systematic approach are going to be used. Thus, an assessment of
the Chinese Culture is out of scope.
The IT (Blue), I (Green) and WE (Red) behavioral model
The model BLUE, GREEN and WE has been developed in order to help organizations to manage
diversity and conflicts among different groups as well as for a self-understanding and a personal
development [3][6]. Each color represent three different aspects and attitude of a person as follow:
BLUE (IT): blue is the color of the world of facts, figures and tasks. The personality of a person that
mainly has developed the Blue area tends to be practical, focused on goals, logical, detailed,
structured and well prepared. Usually a blue person is less willing to take into consideration any
emotional consequences since hisher decisions are based on facts and examples. It is the world of
science, truth and objective reality.
GREEN (I): green is the color of the inner world. A Green human being is creative and imaginative
usually looking for new ideas, stimulus and new approaches rather than following a precise
procedure as a blue personality likes to do. Greens are commonly less focused on tasks. Nerveless,
they set high and ambitious goals with a long time horizon. I is about arts and also self-
understanding, self-consciousness and self-awareness.
RED (WE): red is the color of the so-called “sense of WE”. A red person gets energy by meeting and
spending time with other people. They mainly rely on the emotional aspect and thus they consider
a message important if it’s delivered with enthusiasm. Thus, Reds are open to express their
emotions as well as willing to show respects and patience toward the others’ feelings. Solidarity,
inclusion and sense of being part of a groupcommunity are the main values for a Red personality.

4. 3
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
IT, I and WE for the Chinese people
Since the Blue, Green and Red model has been described above, how is possible to assess a culture
by using such a framework? Along the exchange program some insights have been provided about
the Chinese Culture regarding the following topics: Chinese Dialects [11], Chinese Customs and
Festivals, Chinese Medicine [5], Chinese Opera [2], Citizenship Practice in Contemporary China (The
Great Transformation: double movement) [9], Urban Management [10], Cadre and Lineage in Rural
China [12] and Social Policy [1] as well as some insights regarding the business environment in China
thanks to the company visit of Guangqi-Honda [4]. Furthermore, within the exchange program 2013
the Sun Yat-Sen University has provided to all the participants few cultural experiences: Chinese
Calligraphy, Taiji and Paper Cutting as well as a course of Chinese language.
An approach for the assessment could be, given 6 points available, assign for each of the mentioned
topic a score for each of three areas: BLU (IT), GREEN (I) and RED (WE). After doing that for each of
the topic, the sum of all the score obtained for the Blue, Green and Red areas will be the final
assessment of the culture that show how much emphasis is given to each area.
Topic IT I WE Comments
Chinese
Language &
Dialects
2 0 4 IT (2): due to the phonetic complexity of Chinese language as well
for its alphabet that consists of thousands of ideograms a particular
focus on the pronunciation is required.
WE (4): the fact that in China are still spoken more than 300 dialects
it’s a sign that each regionethnic wants to preserve his language and
his tradition as well. Furthermore, also the sense of WE as a family is
important since the Chinese language is more specific regarding the
grandfather and grandmother by distinguished them between the
father of the father, the mother of the father, the father of the
mother and the mother of the mother.
Chinese
Medicine
3 0 3 IT (3): the (TCM) Traditional Chinese Medicine, such as agopuncture,
is recognized as effective from WHO (World Health Organization) [8].

5. 4
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
WE (3): the TCM is based under the five elements theory and ying-
yang of Taoism that are both based on the concept of a harmonious
universe in equilibrium.
Chinese Opera 3 0 3 IT (3): since the characters are standardized and stereotyped with a
specific role. Moreover, the colors of the makeup, as well as the
gestures, are codified: black for the authority, red for bravery and
so on.
WE (3): since it was born during the Tang Dynasty (700), the
Chinese Opera is a vehicle for transmitting ancient stories and
traditions among the generations.
The Great
Transformation:
double
movement
0 3 3 I (3), WE (3): since the population in China is divided between
conservatives (WE) and not conservatives more keen to be
individualistic (I).
Urban
Management in
China
0 0 6 There are two relevant findings regarding the Urban Management in
China:
1-the residential status: the citizen are divided firstly between Native
and Migrants and secondly by Urban and Rural. The rural citizen is
not allowed to own a house in a city and viceversa.
2-The Government owns the land in the city.
Such a rules has been introduce in order to let the farmland populate
due to the need of food and control the prices of real estate market
in the cities by controlling the demand (since not everybody is
allowed to own an house). Six point to WE since it’s more related with
morals and what is good for all the population.
Cadre Rural &
Lineage in
China
0 2 4 WE (4): Villages are self-organized according to The Organization Law
of Villages Committee (1988). Furthermore, the candidates for the
governance of the village are nominated by the central government
for most of the villages (that means rules for the whole community).
I(2): However, the corruption and the practice of buying votes is quite
common among the candidates that are looking for a personal return
(e.g. selling the villages' lands). This could be seen as a sign of
individualism.
Social Policy 3 2 1 IT (3): the social policy has changed from socialist ideology to
pragmatism (Anglo-Saxons approach)
I (2): according to the so called "5 insurances with 1 found" only who
has a job can actually be insured by the social services (retirement,
health, unemployment, housing,...).
WE (1): because the reforms between 80s-90s has changed the social
policy from social equality to economic efficiency.

6. 5
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
Company visit:
GUANGQI-
HONDA
3 1 2 IT (3): fact based because of the level of technology and
organizational complexity of automotive industry.
I (1): the aim of higher goals within the management policies of the
company.
WE(2): among the management policies are mentioned principles
such as equality, trust and harmonious team work
Cultural
Experience:
Calligraphy
4 0 2 IT (4): due to the high level of details of ideograms.
WE (2): since the ideograms itself represent concepts they are strictly
correlated with the Chinese culture.
Cultural
Experience: Taiji
2 4 0 IT (2): it’s fact based since each movement must be precisely
executed.
I (4): since Taiji requires self-consciousness and body awareness.
Cultural
Experience:
Paper Cutting
3 1 2 IT (3): within the technique of paper cutting there are mainly 6
standardized shapes. As for calligraphy and Taiji, the paper cutting
requires precision of the execution and of the result as well.
I (1): because it's an expression of art.
WE (2): usually paper-cutting works are produced during special
events such as festivals, birthdays and weddings. Furthermore, each
icon has a meaning behind. For the example, the fish is pronounced
Yú that means "fish" either "extra" and for this reason is quite often
delivered for wishing prosperity for the future.
TOTAL 23 13 30
The result for the Chinese Culture accordingly to the Blue, Green and Red model by using the
selected topics above is:
 BLUE (IT): 23 (35%).
 GREEN (I): 13 (20%).
 RED (WE): 30 (45%).
The Chinese consumer behavior
Once the culture has been assessed, consistently with the goal mentioned in the introduction, the
next stage should be inferring the consumer behaviors of the population. Due to the limited amount
of time and the need of a deeper research, an accurate definition of the behavior of the Chinese
consumer is out of scope. However, in order to validate the methodology let’s use a previous

7. 6
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
research about the behavior of the Chinese consumer and evaluate each finding by assigning a mark
in the Blue (IT), Green (I) and Red (WE) areas as has been done previously for the selected topic of
the Culture. If the marks in the Blue (IT), Green (I) and Red (WE) are in line with the figures obtained
in Cultural analysis this means that the inferences about the consumer behaviors are consistent with
the Culture.
In the table below are listed some of the characteristics of a Chinese consumer [7] with the relative
assessment.
Findings IT I WE Comments
Luxury
products
2 4 0 New rich people and middle class are willing to buy luxury product in
order to increase their status. The brand and the price are the main
drivers.
IT (2): due to brand and price sensitivity (facts)
I (4): luxury as a way to increase hisher own status (individualism)
Shopping
experience
0 2 4 For the Chinese consumer the “shopping experience” plays a key role,
even for grocery and FMCG (Fast Moved Consumer Goods). It’s not
only a question of buying the stuff that is needed but also living an
experience in the shop.
I (2): since living new experience is a characteristic of I
WE (4): since the WE is related to emotions
Use of humor 0 4 2 The sense of Humor is commonly used in the marketing
communication because it creates attention and thus awareness
about the brandproduct.
I (4): the sense of humor is a characteristic of I
Food market 2 0 4 Regarding the food market, the worth of mouth is important as well as
a good balance between price and quality. Furthermore, the meal in
China is quite often consumed by sharing the food in the middle of a
round table (equality).
IT (2): due to the attention of the quality of the food
WE (4): food sharing and decision making according to the word of
mouth
No
borrowings
0 0 6 Asking money, in general, is humiliating.
WE (6): pressure from the group (exclusion)
Underdevelo
ped credit
card business
3 3 0 Counting (IT) many banknotes instead of using credit cards is a way to
show the status (I). Furthermore, the highest RMB banknote has a face
value of 100 Yuan (equivalent to 16,3$ or 12,5€).
Exchanges of
gifts
0 0 6 Exchanging gifts is common practice in China as a way for
establishmaintain good relationship.
WE (6)

8. 7
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
High
standards
sets to
children
5 0 1 Health and safety (IT) are in general highly perceived as important for
the Chinese consumer and in particular if the product is for kids and
children (WE, the importance of the family and the future generation).
TOTAL 12 13 23
The result regarding behaviors of the Chinese consumer accordingly to the Blue, Green and Red
model by using the selected topics above is:
 BLUE (IT): 12 (25%)
 GREEN (I): 13 (27%)
 RED (WE): 23 (48%)
Conclusion
A new methodology for addressing a market communication consistently with the local culture has
been described. The result obtained from the analysis of the Chinese consumer behaviors has shown
a Cultural consistency preference to the Red (WE) area: 45% and 38% from the Cultural and
consumer behavior respectively. The result suits the high context mark of the Chinese culture where
trust is based on relationships rather that tasks and facts. However, there are some divergences
regarding the Blue (IT) and Green (I) areas. In fact, with the selected items, the Chinese Culture has
shown a preference to the Blue (IT) area (35%) rather than the Green (I) area (20%), while the
Chinese behaviors has shown a balance between them, 25% and 37% respectively for the IT and the
I. Such difference is mainly due to the recent reforms of the social policies towards a more pragmatic
approach as well as due to a detailed focus tendency in general (calligraphy, paper cutting,...) while
on average the decision making of the Chinese is driven also by living a personal emotional
experience.

9. 8
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
Since the approach that has been used, due to the limited amount of time, was mainly qualitative
and subjective, any further considerations about the Culture and the Consumer behavior of Chinese
might be inappropriate. Thus, further studies should be done in order to validate such methodology
by analyzing deeply the Chinese environment as well as considering other cultures and markets.
Meanwhile, a further research should achieve the definition of a standard list of the topics that can
better gather the main findings of the Culture and the Consumer behaviors as well. Moreover, once
a questionnaire with the list of the main topic has been defined, in order to obtain a result that is
less subjective the research should be done through a survey by targeting a group of people that is
representative of the population.
Last but not the least, since the Blue (IT), Green (I) and Red (WE) was mainly developed for managing
diversities and conflicts among a group of people, using such a model for analyzing cultures might
be also useful for creating a positive interaction among different communities in the world. Many
improvement in that direction has been done after 利瑪竇 (Lì Mǎdòu - Matteo Ricci), who was the
first European sinologist, had established in the sixteenth century a first cultural bridge between
west and the far east and many other further improvements should be done as well in the future.
References
[1] Chan Wing Kit. (2013). Social Policy in China. (Available from Sun Yat-Sen University,
Xingang Xi Road, 135, Guangzhou, China). Teaching material of the course “Social Policy in
China”, International Summer Program 2013.
[2] Chang Xinping. (2013). Chinese Opera. (Available from Sun Yat-Sen University, Xingang Xi
Road, 135, Guangzhou, China). Teaching material of the course “Chinese Opera”,
International Summer Program 2013.

10. 9
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
[3] Diversity Icebreaker. “The diversity icebreaker”. Website:
http://www.diversityicebreaker.com/Admin/Public/DWSDownload.aspx?File=%2fFiles%2fF
iler%2fpdf+artikler+DI%2fTrainingmaterials%2f5_Blue_Red_Green_Sums_WM.pdf
retrieved 13th July 2013.
[4] Guangqi-Honda Company. Website: http://www.guangzhouhonda.com.cn/english/
retrieved 15th July 2013.
[5] Lü Dairong. (2013). Introduction to Chinese Medicine. (Available from Sun Yat-Sen
University, Xingang Xi Road, 135, Guangzhou, China). Teaching material of the course
“Introduction to the Chinese Medicine”, International Summer Program 2013.
[6] Ofman Daniel. (2004). Core Qualities: a Gateway to Human Resources. Cyan
Communications.
[7] Wan Wendy. (2013). Chinese Consumer Decision Making. (Available from MIB School of
Management, Largo Caduti di Nassiriya, 1, Trieste, Italy). Teaching material of the course
“Chinese Consumer Behaviour”, 23rd Master in Business Administration.
[8] World Health Organization. “Acupuncture: Review and Analysis of Reports on Controlled
Clinical Trials”. Website: http://apps.who.int/medicinedocs/en/d/Js4926e/. retrieved
13th July 2013.
[9] Xia Ying. (2013). The Great Transformation: double movement. (Available from Sun Yat-Sen
University, Xingang Xi Road, 135, Guangzhou, China). Teaching material of the course “The
Great Transformation: the double movement”, International Summer Program 2013.

11. 10
IT, I, WE: A FRAMEWORK FOR THE CONSUMER BEHAVIOUR
[10] Ye Lin. (2013). Urban Management in China. (Available from Sun Yat-Sen University,
Xingang Xi Road, 135, Guangzhou, China). Teaching material of the course “Urban
Management in China”, International Summer Program 2013.
[11] Zhao Jing. (2013). Chinese Dialects. (Available from Sun Yat-Sen University, Xingang Xi
Road, 135, Guangzhou, China). Teaching material of the course “Chinese Dialects”,
International Summer Program 2013.
[12] Zhu Lin. (2013). Cadre and Lineage in Rural China. (Available from Sun Yat-Sen University,
Xingang Xi Road, 135, Guangzhou, China). Teaching material of the course “Cadre and
Lineage in Rural China”, International Summer Program 2013.