Face Culture and Conspicuous Consumption: A Case Study of Wuyi Rock Tea Drinkers in China

Face in the Chinese language and culture is a sociological concept that is a composite and unified expression of honor, dignity, self-worth, and prestige given by others and felt by the self in social situations. Face plays a vital role in people’s social lives as a cultural value, influencing consumers’ reactions and consumption decisions, especially luxury goods. In traditional Chinese culture, the concept of face also includes activities to enhance, protect, and improve reputation and prestige. With the development of the economy and society, conspicuous consumption with face as the core has become an everyday activity in China, providing a new research topic for academic studies. This paper examines the consumption of rock tea and its relationship with face through business ethnography to reveal the deeper connection between face culture and conspicuous consumption.