This paper aims to discuss inconsistent and often contradictory consumer values and consumption behaviours in contemporary China. The seemingly paradox is explained by the dual structure theory of consumer value system.
This study provides a comprehensive overview and an in‐depth analysis of Chinese cultural values from a theoretical perspective.
Although the Chinese value system may appear coherent relative to those of other societies, it contains inconsistent elements that are the seeds of conflict, confusion, and change. Those contradictory values have coexisted and interacted with each other from a historical perspective.
Although the argument raised in this paper has support from prior literature and anecdotal observations, it should undergo further empirical validation.
Given that consumption values vary across different consumer segments, different strategies should be developed for each segment. Those Western businesses who capitalize on these inherent contradictory, heterogeneous value elements will have the advantage over those who do not.
This work challenges the conventional view that the Chinese have preserved homogeneous values, and provides a case in which there is a danger in using the nation‐state as a surrogate for culture and as a unit of analysis.
