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 language | English |
|---|---|
| Pages (from-to) | 578-585 |
| Number of pages | 8 |
| Journal | International Journal of Consumer Studies |
| Volume | 38 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 1 Nov 2014 |
Keywords
- Chinese cultural values
- Luxury products
- Materialism
- Political ideology