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The heterogeneity of Chinese consumer values: a dual structure explanation

Xiaohua Lin (Department of Global Management Studies, Ted Rogers School of Management, Ryerson University, Toronto, Canada)
Cheng Lu Wang (Department of Communication and Marketing, School of Business, University of New Haven, West Haven, Connecticut, USA)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 1 August 2010

4994

Abstract

Purpose

This paper aims to discuss inconsistent and often contradictory consumer values and consumption behaviours in contemporary China. The seemingly paradox is explained by the dual structure theory of consumer value system.

Design/methodology/approach

This study provides a comprehensive overview and an in‐depth analysis of Chinese cultural values from a theoretical perspective.

Findings

Although the Chinese value system may appear coherent relative to those of other societies, it contains inconsistent elements that are the seeds of conflict, confusion, and change. Those contradictory values have coexisted and interacted with each other from a historical perspective.

Research limitations/implications

Although the argument raised in this paper has support from prior literature and anecdotal observations, it should undergo further empirical validation.

Practical implications

Given that consumption values vary across different consumer segments, different strategies should be developed for each segment. Those Western businesses who capitalize on these inherent contradictory, heterogeneous value elements will have the advantage over those who do not.

Originality/value

This work challenges the conventional view that the Chinese have preserved homogeneous values, and provides a case in which there is a danger in using the nation‐state as a surrogate for culture and as a unit of analysis.

Keywords

Citation

Lin, X. and Lu Wang, C. (2010), "The heterogeneity of Chinese consumer values: a dual structure explanation", Cross Cultural Management: An International Journal, Vol. 17 No. 3, pp. 244-256. https://doi.org/10.1108/13527601011068342

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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