Traditional culture, political ideologies, materialism and luxury consumption in China

China is now the second largest luxury market in the world. This study examines the effect of traditional Chinese cultural values and support for political ideologies on materialism and interest in luxury products. Results showed that both traditional Chinese cultural values (face, harmony and guanxi) and political ideology (Maoism vs. Deng's theory) influenced materialistic aspirations and interest in luxury products. This suggests that researchers should also consider the influence of political ideology as much as they consider cultural values, as many developing societies are in transition