Effects of "face" consciousness on status consumption among Chinese consumers: perceived social value as a mediator.

Chinese consumers are interested in status consumption, i.e., in striving to enhance their social standings through the consumption of luxury products. This study investigates how face consciousness, one's social self-esteem, and desire to be respected influences status consumption behavior in China. The Consciousness of Social Face Scale, the Social Value Scale, and the Status Consumption Scale were administered to 192 MBA students from a university in east China (117 men, 69 women, 6 unreported sex). The results revealed that face consciousness was positively related to Chinese consumers' status consumption. Moreover, the results showed that the effects of face consciousness on status consumption were partly mediated by consumer social value. The findings highlight the importance of face consciousness in understanding Chinese consumer behaviors.