Chinese Young Consumers


The Chinese Little Emperors: Marketing to Chinese Young Consumers, Special issue of Young Consumers, Edited by Cheng Lu Wang; Deadline 30 Sep 2008

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Special Issue of Young Consumers Call for Papers: "The Chinese Little Emperors: Marketing to Chinese Young Consumers."

Guest Editor: Cheng Lu Wang, Professor of Marketing, University of New Haven

The key to knowing the future of China’s consumer market is, essentially, to understand Chinese Little Emperors – a unique phenomenon in the world due to China’s one-child policy. Since China’s population is predominantly young, the Little Emperor generation has become the most attractive market segment. This is due to their lifestyle, consumption values, attitude and behavioural patterns, which are distinguishable from not only their parents’ generation but also their counterparts in the rest of the world.

The goal of this special issue is to put together a collection of articles that are theoretically innovative and well-grounded in solid empirical research, providing insight into the current and developing trend of young consumers in China.

Topics include (but are not limited to) the following:

  • Unique consumption values
  • Media habits
  • Decision-making styles, product choice and shopping behavior
  • Saving and spending patterns
  • Attitudes to foreign brands vs. domestic brands
  • Brand conscious and conspicuous consumption
  • Attitudes and behavioral intention to counterfeit products
  • Influence (and use) of internet on consumption behavior
  • Trend analysis in China’s youth market
  • Segmentation within Chinese youth markets
  • Content analysis of mass media (TV and printed media) that reflect growing Chinese young consumer values
  • Ethical, legal, regulative, and public policy issues applicable to young consumers
  • Cross-cultural comparisons of young consumers in China and other countries

Manuscripts must be based on original work (theoretical, empirical, or case study) and not under consideration by any other journal or publication outlet. Papers with both academic insight and managerial implications are particularly welcome. All submissions will be subject to double blind review by experts in the field.

For journal information and how to prepare the manuscript, please access the Young Consumers homepage and read the Author Guidelines at

The deadline for submission is 30 September 2008. The Special Issue is scheduled to be published in 2009. Manuscripts should be submitted electronically to Professor Cheng Lu Wang at