Exploring life satisfaction among subsistence migrant consumers: A case in China

Yimin Huang, Rongwei Chu, Junjun Cheng

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


This article adds a new dimension of mobility among subsistence consumers to investigate their well-being during the process of rural–urban migration. Using social production function theory as the theoretic perspective as well as a mixed method, the authors identify three essential drivers that influence the life satisfaction of subsistence migrant consumers: financial resources, social connection, and sense of control (the last of which also mediates the relationship between social connection and well-being). Findings show that family closeness and social comparison orientation moderate the main effects of financial and social resources on life satisfaction. Family closeness enhances the positive effect of financial resources, while social comparison weakens the positive effect of social connection. This research contributes to the literature on subsistence consumers by introducing social production function theory into the subsistence marketplace and adopting a mixed approach to uncover the complexity of the perception of life satisfaction among subsistence migrant consumers.
Original languageEnglish
Pages (from-to)96-109
Number of pages14
JournalJournal of Public Policy and Marketing
Issue number1
Early online date17 Dec 2018
Publication statusPublished - 1 Jan 2019


  • life satisfaction
  • subsistence migrant consumers
  • social production functions
  • social comparison
  • sense of control


Dive into the research topics of 'Exploring life satisfaction among subsistence migrant consumers: A case in China'. Together they form a unique fingerprint.

Cite this