The Dynamics of Nationalism, Media, and Identity: Influences on Chinese Consumers' Purchasing Decisions Between Domestic and International Brands
Keywords:
nationalism, Chinese consumers, domestic brands, consumer behavior, identityAbstract
This research aims to analyze the factors influencing purchasing decisions between Chinese and foreign brands, focusing on the impact of nationalism and the role of media and advertising on Chinese consumer behavior. A qualitative research design was employed through in-depth interviews with 20 Chinese consumers aged 18 to 35 living in urban Shanghai, selected based on specific inclusion criteria. The findings indicate that nationalism functions as an emotional motivator that fosters positive attitudes toward Chinese brands, but it is not the primary determinant in purchasing decisions. Consumers continue to consider factors such as product quality, price, and brand image. Nationalistic content in media and advertising tends to influence consumers with strong national pride, while others may respond with skepticism or resistance. Foreign brands remain favored in certain product categories, such as luxury goods and advanced technology, highlighting the dynamic and hybrid nature of contemporary Chinese consumer identity. This study therefore recommends that brands targeting the Chinese market adopt a communication strategy that integrates national values with demonstrable product quality to enhance sustainable competitive advantage.
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