Journal of Business Ethics

, Volume 88, Supplement 3, pp 399–409 | Cite as

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

  • Cheng Lu Wang
  • Xiaohua Lin


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.


Chinese consumer value orientations tradition and changes 


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Copyright information

© Springer Science+Business Media B.V. 2009

Authors and Affiliations

  1. 1.Department of Management, Marketing, and Quantitative Analysis, College of BusinessUniversity of New HavenWest HavenU.S.A.
  2. 2.Department of Global Management Studies, Ted Rogers School of ManagementRyerson UniversityTorontoCanada

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