The Values and Lifestyles of Prior Mature Chinese Consumers

The aging of the population is a global phenomenon. To foresee the promising market of retired consumers and gain insights into prior mature consumers who are 45 to 65 years old, we surveyed 2075 randomly selected respondents in four emerging Chinese representative cities: Beijing, Shanghai, Guangzhou, and Taipei. The eight major concepts extracted from respondents’ value systems are concern about health, financial attitudes, gender issues, career and retirement plans, social relationships, attitude toward aging, and other life perspectives. The differences between the four cities imply the different degrees of influences of Confucianism versus western materialism and individualism.


Lien-Ti Bei, Chih-Ping Wang, and Hung-Miao Lin (2009) ,"The Values and Lifestyles of Prior Mature Chinese Consumers", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 827-27.


Lien-Ti Bei, National Chengchi University, Taiwan
Chih-Ping Wang, National Chengchi University, Taiwan
Hung-Miao Lin, Chinatrust Commercial Bank, Taiwan


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

Read More


Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA

Read More


Trust, but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge

Martin A. Pyle, Ryerson University
Andrew Smith, Suffolk University
Yanina Chevtchouk, University of Glasgow

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.