Traditional culture, political ideologies, materialism and luxury consumption in China

Gong Sun, Steven D'Alessandro*, Lester Johnson

*Corresponding author for this work

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

China is now the second largest luxury market in the world. This study examines the effect of traditional Chinese cultural values and support for political ideologies on materialism and interest in luxury products. Results showed that both traditional Chinese cultural values (face, harmony and guanxi) and political ideology (Maoism vs. Deng's theory) influenced materialistic aspirations and interest in luxury products. This suggests that researchers should also consider the influence of political ideology as much as they consider cultural values, as many developing societies are in transition.

Original languageEnglish
Pages (from-to)578-585
Number of pages8
JournalInternational Journal of Consumer Studies
Volume38
Issue number6
DOIs
Publication statusPublished - 1 Nov 2014

Keywords

  • Chinese cultural values
  • Luxury products
  • Materialism
  • Political ideology

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