This study aims to explore the complex interplay between Hong Kong’s colonial legacy, its current political tensions with neocolonial Mainland China and the resulting impact on the tastes and consumption patterns of its residents. By examining the nuances of taste and cultural capital within the context of Hong Kong’s unique historical and political landscape, this study seeks to contribute to a broader understanding of postcolonial societies in non-Western settings. The research questions address how British colonialism and subsequent political developments have shaped Hong Kongers’ cultural values and tastes, and how these influences are manifested in contemporary consumer behavior.
Through in-depth interviews and observations involving 30 participants, this study uncovers how Hong Kong residents use taste as a means of identity negotiation and differentiation from mainland Chinese.
The findings reveal that consumption patterns are not only a response to globalization and market dynamics but also a form of cultural and political expression that reflects a community’s ongoing negotiation of its colonial past and its present political realities. By advocating for the inclusion of non-Western perspectives and exploring how local cultural values inform consumption pattern, the research responds to a call for “decolonizing marketing.” In addition, this research also contributes to the broader body of knowledge by moving beyond individual consumer experiences and delving into the culturally contextualized consumer subject.
This research explores Hong Kong’s unique historical and political context to examine how cultural and political identities are negotiated through consumption. By integrating structural and discursive aspects of postcolonial theory with psychological factors of identity formation, it provides a multidimensional perspective on identity formation in postcolonial societies. Challenging Western-centric views, this study highlights non-Western perspectives and local cultural values, contributing to the “decolonizing marketing” discourse. It offers new insights into how colonial legacies and current political tensions shape consumer behavior, enriching the global narrative of consumer culture by emphasizing the significance of cultural and political factors in shaping consumption.
