Understanding Minimalist Consumption Among Chinese Millennials
Author Information
Author(s): Lu Ya, Zhang Tian, Xu Zhiguo
Primary Institution: Nanjing University of Science and Technology
Hypothesis
How do symbolic and simulacrum consumption perceptions influence minimalist consumption behavior among Chinese Millennials during economic downturns?
Conclusion
The study found that while Millennials value symbolic consumption, they are increasingly adopting minimalist consumption behaviors, influenced by self-expression and perceived consumption risks.
Supporting Evidence
- Self-expression significantly enhances both symbolic and simulacrum consumption perceptions.
- Perceived consumption risk positively affects symbolic consumption perception.
- Symbolic consumption perception significantly increases minimalist consumption awareness.
- Minimalist consumption awareness positively influences minimalist consumption behavior.
- Upward social comparison negatively moderates the relationship between minimalist consumption awareness and behavior.
Takeaway
This study shows that young people in China are buying less and focusing on what really matters to them, especially during tough economic times.
Methodology
The study used partial least squares structural equation modeling (PLS-SEM) to analyze survey responses.
Potential Biases
Potential biases include social desirability bias and recall bias due to the self-reported nature of the survey.
Limitations
The sample was primarily from eastern, central, and western China, limiting generalizability to other regions or cultures.
Participant Demographics
{"gender_distribution":{"male":48.2,"female":51.8},"age_distribution":{"1980-1983":2.3,"1984-1986":34.5,"1987-1990":27.6,"1991-1994":19.5,"1995-1997":14.8,"1998-1999":1.3},"education":{"science_major":53.4,"liberal_arts_major":46.6}}
Statistical Information
P-Value
p<0.05
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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