Skip to Content

Sun, Gong

View Gong's Profile

  • Paper Title: The Two Different Effects of Chinese Traditional Culture on Luxury Consumption: Face and Harmony
  • Department Affiliation: Marketing and Management
  • Supervisors’ Names:
    • Dr. Steven D’Alessandro
    • Dr. Hume Winzar


Test the effects of indigenous culture in luxury consumption in China


Most of the current cultural-related consumer studies used the constructs developed from Western societies might fail to catch the nuance in Eastern society. Instead, we tested the role of indigenous culture concepts: face and harmony in luxury consumption.

Key literature/theoretical perspective:

Because of its significant impact on human behavior, culture has been widely linked to consumption (Craig & Douglas, 2006). Cultural values as the dominant societal values shared by individuals in the same cultural group have been usually studied in consumer research (Yaprak, 2008).


As a pilot study, we conducted questionnaire survey among consumers in Shanghai China. Exploratory factor analysis and regression analysis were used to test the hypothesis.


Face has a positive influence on luxury products desire and this relationship is mediated by materialism; Harmony moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony.

Research limitations/implications:

The cross-cultural generality and specificity of the findings in the present study need to be tested in the future.

Practical and Social implications:

The luxury brand managers should lay stress on ‘face’ in Chinese market.


Culture, China, Luxury Consumption, Materialism.