Effects of Chinese Education Style and Self-esteem in Adolescents’ Fashion Innovativeness and
Conspicuous Consumption in Young Adults: A longitudinal study in Taiwan
Lin, Wen Hsu
With globalization and economic growth of Asian countries, many Western brands have attempted to better understand Asian consumers, and Chinese consumers in particular. Owing to globalization influence of Western media and economic growth, Chinese societies are in transition from non-consumerism to consumerism societies, where consumers are becoming more innovative and brand conscious than in past decades (Podoshen, Li, & Zhang, 2011).