How Face Influences Consumption - A Comparative Study of American and Chinese Consumers

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Gender differences in Hong Kong adolescent consumers' green purchasing behavior (2009, background): “…in Asian societies are increasingly becoming conscious to the alarming environmental problems (Harris, 2006); and . the fast-growing economies in Asia has led to a vigorous rise of financially-empowered consumers across Asia who are willing to spend more than previous generations (Li and Su, 2007).”
Chinese Luxury Consumers: Motivation, Attitude and Behavior (2011, neutral): “Similarly, Li and Su (2006) showed that Chinese consumers were more likely to relate product brands and price to face than did their U.S. counterparts.”
Green purchase behavior of undergraduate students in Hong Kong (2016, background): “As Asian consumers are increasingly aware of the pressing environmental problems in the fast-growing global economy (Li & Su, 2007), they are becoming a primary target for international green marketers.”
Purchase intention for luxury brands: A cross cultural comparison (2012, background): “Most studies on cultural comparison are limited to examining the impact of cultural differences on purchase intention for luxury brands (Li & Su, 2007; Wong & Ahuvia, 1998).”