Values, Materialism and Life Satisfaction: A Study of Cultural Influence and Gender Differences in China

Abstract

The number of middle-class consumers has grown significantly following China’s economic development. As well as increasing their consumption, the Chinese have also become increasingly materialistic, raising the question of whether increasing material acquisition and possession have led to greater life satisfaction. This paper, using a convenience sample of 600 Chinese, examines the influence of cultural dimensions (uncertainty avoidance, long-term orientation, power distance, collectivism, masculinity) on materialism and life satisfaction. A comparison of gender difference was conducted to understand the gender role played in forming individuals’ values, attitudes, and social behavior. The influence of culture and gender roles was partially confirmed.