A lifestyle analysis of female consumers in Greater China

Susan H.C. Tai, Lai Ming Tam

Research output: Journal article publicationJournal articleAcademic researchpeer-review

66 Citations (Scopus)


This study compares the lifestyles of female consumers in Hong Kong, Taiwan, and China, which together make up Greater China. The investigation revealed that significant differences exist among the three groups of female consumers in nine different areas. These are (a) women's role and perception, (b) family orientation, (c) home cleanliness, (d) brand consciousness, (e) price consciousness, (f) self-confidence, (g) addiction to work, (h) health consciousness, and (i) environmental consciousness. Although the women studied in the three groups were found to be heavily influenced by Confucianism, they were also affected by western culture to varying degrees. Thus, the three groups were found to have a mixture of traditional and modern values. Hong Kong women were found to favor a more modern view of the role of women than their counterparts in China and Taiwan. However, women in China, especially the younger ones, were quickly adopting new values and Western ideas. The authors foresee that female consumers in Greater China will become increasingly similar in their lifestyles in the near future.
Original languageEnglish
Pages (from-to)287-307
Number of pages21
JournalPsychology and Marketing
Issue number3
Publication statusPublished - 1 Jan 1997

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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