The heterogeneity of Chinese consumer values: a dual structure explanation
Cross Cultural Management: An International Journal
ISSN: 1352-7606
Article publication date: 1 August 2010
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
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited