dr. PEREDY ZOLTÁN

Edutus University, Hungary

dr. CHAUDHURI SUJIT

Hungarian Economic Society. Society, Sustainability, Sec., Member of the Board

SUN WEN

Edutus University, Hungary

Issue: online nr 2024/02 (66), date: 02.12.2024

Keywords: chinese cultural norms, luxury goods, consumer attitudes, social status, social relationships

Summary: The Chinese luxury market has witnessed remarkable growth and has become a significant player in the global luxury industry. However, the influence of Chinese cultural norms on this market remains a crucial aspect that requires exploration and understanding. This paper aiming to analyze and reveal the impacts of Chinese cultural norms on consumer behavior and the demand for luxury goods in China. China’s cultural norms, characterized by the emphasis on social status, face culture, social relationships, reciprocity, traditional values, and aesthetic perspectives, play a substantial role in shaping consumer attitudes and behavior towards luxury brands. It is essential to analyze these cultural norms in order to identify the key factors that influence the Chinese luxury market. The authors research provides contribution to better understanding of the complexities and nuances associated with the consumption of luxury goods in China. Additionally, the findings of this study will provide valuable insights and implications for luxury brand managers and marketers seeking to develop
effective strategies to thrive in the Chinese luxury market.

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