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2025-11-19
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How to Cite
Psychological differences in luxury consumption between China and the united states and strategies for building a sustainable consumption market
Mengyao Li
School of International Business Administration, Shanghai International Studies University, Shanghai, 200083, China
DOI: https://doi.org/10.59429/esp.v10i11.4252
Keywords: luxury consumption psychology; China-United States comparison; identity recognition; live-streaming e-commerce; sustainable consumption
Abstract
This study compares luxury consumption psychology in China and the United States using a triangulated approach drawing from academic literature, industry data, and policy documents. The study find that, although consumers in both countries share similar motivations for identity construction and value pursuit, they differ in areas such as relationship fluidity, regulated visibility boundaries, media accessibility, sense of presence, and verifiability. These factors shape different value rhythms and trust formation paths. Chinese consumers have shifted from overt brand signaling to preserving long-term traceable value, while American consumers maintain stable preferences through craftsmanship, heritage, and circular channels. To support the sustainable development of the Chinese market, this study proposes the following strategies: reducing trust costs through digital product passports, enhancing value realization through brand-led buyback-certification-refurbishment-resale, and strengthening systemic accountability through quantifiable extended producer responsibility. The study also identifies potential risks such as symbolic substitution, exclusivity issues, and information asymmetry to maintain a critical perspective. The goal of this research is to provide verifiable, governance-compliant guidance that promotes rational and sustainable luxury consumption during periods of economic uncertainty.
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