Rural/urban income and wealth divide, the role of migration and the uncertain status of migrant workers in China’s large coastal cities. The divergent pace of economic development in China leads to diversity in consumption behavior.
Family plays a greater role in consumption behavior due to China’s long historical Confucianism. In China, the family and reverence for age and intense focus on the educational development of the child compared with Western societies. Hence there is often a great deal of disconnection between the purchaser and end user of a product.
The role that China’s recent history has played in the shaping of attitudes among consumers of different ages. The country has moved from being essentially closed to outside influence and trade to a high degree of openness on both counts, while income and wealth inequality have risen substantially. An individual who will be aged 55–60 years old in 10 years’ time would have grown up in the very difficult times in the 1950–60s. This may limit the kind of leisure expenditure of the same generation in the US, Europe or even Japan, who would have grown up in a more affluent environment with probably very different views on consumption values. Moreover, government policy is also driving shifts in consumption patterns.