Traditional cultural values, political ideologies and luxury consumption desire in China

a preliminary study

Gong Sun, Steven D'Alessandro, Hume Winzar

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

The booming Chinese luxury market provides a worthwhile topic for marketing researchers. Based on the theory that consumption can be affected by both cultural and political factors, in this paper the authors analyzed the impacts of traditional cultural values and political ideologies on individuals' material values and luxury consumption desire (LCD) in China. 131 respondents from major Chinese cities took part in the survey through personal interview. The PLS results suggest that the value of face and ordering relationship are important determinants of materialism and also have direct influences on the conformity and social status dimension in LCD. In terms of political ideology, Deng‟s theory could positively affect materialism, which is found to have direct effects on all the aspects of LCD.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages8
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

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  • Cite this

    Sun, G., D'Alessandro, S., & Winzar, H. (2011). Traditional cultural values, political ideologies and luxury consumption desire in China: a preliminary study. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? Perth: ANZMAC2011 Conference.