A Study of Luxury Show-off Consumption in Chinese Society Based on the Perspective of Cultural Sociology

DOI

10.2991/978-2-38476-126-5_81How to use a DOI?

Keywords

Consumer Society; Comparison; Conspicuous Consumption; Luxury Goods

Abstract

Nowadays, with social and economic development, national income has increased. For Chinese consumers, experiencing a poor life has increased their desire for a better material life. The rise of the Internet showcases the carnival of popular culture and consumer society. However, whether conspicuous consumption truly has cultural commodity value remains to be examined. Due to improving people’s consumption level and quality of life, cultural diversity leads to different consumption concepts, and consumption gradually presents characteristics of openness and diversification. The special cultural background and consumer psychology have made conspicuous consumption one of the quintessential consumption ways for lots of domestic consumers. At the same time, there is a competitive mentality in the luxury culture of society. People buy expensive luxury goods to save face and showcase their identity and social status. This article is based on the perspective of cultural sociology and the theory of the leisure class. Conduct research on the conspicuous consumption of luxury goods by identifying problems, theoretical support, relevant strategies, and personal insights. According to Van Buren’s thesis of “leisure class” and ostentatious spending, this article examines why Chinese individuals buy luxury products for face value. There is a culture of comparison in China’s luxury goods market. It is concluded that conspicuous consumption is now a universal consumption behavior. Individuals should establish correct values. Enterprises create influential domestic brands.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinzhi Gao
PY  - 2023
DA  - 2023/10/31
TI  - A Study of Luxury Show-off Consumption in Chinese Society Based on the Perspective of Cultural Sociology
BT  - Proceedings of the 2023 7th International Seminar on Education, Management and Social Sciences (ISEMSS 2023)
PB  - Atlantis Press
SP  - 715
EP  - 722
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-126-5_81
DO  - 10.2991/978-2-38476-126-5_81
ID  - Gao2023
ER  -