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Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance

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Abstract

Most observers of the Chinese consumer market have seen its linear evolution from a traditional culture toward a more Westernized consumer society during the country’s three-decade experimentation of the free market. Recent development, however, shows a cultural renaissance in China wherein Chinese people have increasingly demanded their traditional culture components to be part of their consumption experience, coinciding with China’s re-emergence as a country of economic and political power. We identify this shift, explore its causes, and discuss its managerial and theoretical implications.

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Authors and Affiliations

  1. Department of Management, Marketing, and Quantitative Analysis, College of Business, University of New Haven, West Haven, CT, 06516, U.S.A.

    Cheng Lu Wang

  2. Department of Global Management Studies, Ted Rogers School of Management, Ryerson University, 575 Bay Street, Toronto, ON, M5G 2C5, Canada

    Xiaohua Lin

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  1. Cheng Lu Wang
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  2. Xiaohua Lin
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Correspondence to Cheng Lu Wang.

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Wang, C.L., Lin, X. Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance. J Bus Ethics 88 (Suppl 3), 399–409 (2009). https://doi.org/10.1007/s10551-009-0308-5

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