Traditional cultural values, political ideologies and luxury consumption in China

Purpose: Analyze the influence of traditional cultural values (face, harmony, moderation and respect for authority) and political ideologies (Maoism and Deng's theory) on individuals' materialism and luxury consumption in China. The current study could explore the importance of culture to consumption from the Chinese perspective, and also help us to understand the unprecedented transfer from Communism to Consumerism in this country, which will substantially enrich the consumer culture theory. Originality: Link indigenous cultural values and political ideologies to luxury consumption, which is a popular topic in marketing research. Except face, other values or ideologies have seldom been studied in consumer behaviour research. Key literature/theoretical perspective: Consumers make decisions largely based on the value fulfillment obtained through consumption, so cultural values as the dominant societal values shared by individuals in the same cultural group have been usually thought of the significant antecedent of consumer behaviour. Moreover, Consumption has seldom existed out of politics, which exert impacts by means of ideological propaganda and relevant laws. Design/methodology/approach: A comprehensive analysis of the impacts of Chinese traditional cultural values and political ideology on consumer behaviour. Practical and Social implications: Understand why luxuries are becoming so important to Chinese consumers and assist luxury brand managers in making suitable positioning and sales strategies in Chinese market.