The heterogeneity of Chinese consumer values: a dual structure explanation

Purpose – 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.Design/methodology/approach – This study provides a comprehensive overview and an in‐depth analysis of Chinese cultural values from a theoretical perspective.Findings – 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.Research limitations/implications – Although the argument raised in this paper has support from prior literature and anecdotal observations, it should undergo further empirical validation.Practical implications – Given that consumption values vary across different consumer segments, different strategies should be developed for each segm...