Luxury Fever in China: An Analysis of Chinese Luxury Consumption

The overall objective of this dissertation is to examine the Chinese luxury consumer behaviour. As already stated, the luxury consumer behaviour of the Chinese are different from the one seen in the West and it is the distinct characteristics of the Chinese luxury consumption that I wish to investigate. My assumption is that materialism and Confucianism both have an influence on the nature of the Chinese luxury consumer behaviour. With point of departure in this assumption, the formulation of the research question will therefore be as follows: How can materialism and Confucianism explain the nature of Chinese luxury consumption?