Purchasing luxury goods among young generation in China has been a new popular phenomenon nowadays, especially in some urban areas.
According to Mysite, China had already become the world’s second largest luxury market, with a trend of younger luxury consumers in particular.
Referring to the causes and motivations contributed to those young people’s luxury consumption, there are three common psychological values overall.
First of all, they regard luxury goods as a fulfilment of their dreams of living a ‘quality life’.
Secondly, they are under a great influence of Western culture, hence to enjoy current life as much as possible is what they firmly believe under hedonism.
Thirdly, since most young people are the only child in the family, they use luxuries to call for attention in the society.
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