Chinese Gen Y, the generation of opportunities: A psychographic portrait of their values, lifestyles, and consumption attitudes
Sami Wong and Dirk Ziems
Background: Why it is Important to Understand the Chinese Gen Y
China is evolving to become the most important consumer society in the world. The Chinese society is undergoing a constant change process, in which on the one hand Western values and concepts are adapted. However, on the other hand, Chinese specific traditional values still are very influential. Every generation and age cohort in China has gained a specific perspective on societal development, personal aspirations and consumption ideals....