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Published in:
2020 | OriginalPaper | Chapter
Chinese Consumers’ Attitudes of Chinese Versus Western Fashion Brands: An Exploration of Possible Predictor Variables Related to Individual and Cultural Values: An Abstract
Author : Joy M. Kozar
Published in: Marketing Opportunities and Challenges in a Changing Global Marketplace
Publisher: Springer International Publishing
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Abstract
This paper reflects the conference theme regarding the evolution of the global marketplace, specifically, in China. Factors such as the rising middle class in China and transformations among the Chinese that instill more Westernized values shape how fashion brands and retail firms do business in China. It is necessary for marketers to consider the most effective means in targeting Chinese consumers and driving their purchasing behavior of fashion goods. This study explores the efficacy of “face-saving,” materialistic, and ethical values in predicting Chinese consumers’ attitudes toward Western and Chinese fashion brands.
In the last year, China has become the largest marketplace in the world. As discretionary income growth and the demand for high-quality goods among Chinese consumers continues to surge, there is a sizable opportunity for growth in China’s marketplace for Western fashion brands and retailers. Yet, there are numerous cases in which Western brands have failed in their pursuit of consumers in China. This is most often due to a failure in catering to Chinese consumers’ predilections.
An online questionnaire (with a specific URL address) was utilized to collect data related to the purposes of this study. The questionnaire was translated from English to Chinese then back translated to English. The sample included 1199 Chinese men and women between the ages of 18 and 64 living in China. Overall, participants were found to hold strong “face-saving” and materialistic values and a moderate level of ethical values. Likewise, a comparison of the computed mean scores revealed that participants perceived Western fashion brands more favorably than Chinese fashion brands.
Using a multiple linear regression analysis, it was found that the higher the participants’ “face-saving” and materialistic values, the greater their attitudes toward Western fashion brands. The lower the participants’ ethical values, the greater their attitudes of Western fashion brands. In a similar vein, the higher the participants’ “face-saving” and materialistic values, the lower their attitudes for Chinese fashion brands. The higher the participants’ ethical values, the lower their attitudes toward domestic brands.
Given these results, future research should examine other moderating variables in predicting Chinese consumers’ attitudes of Western vs. Chinese fashion brands. Complimentary inquiries should investigate the relationships between additional cultural, social, and individual values as often applied in consumer psychological research.