Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter

Jane E. Workman, Seung-Hee Lee and Kwangho Jung
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Jane E. Workman: Fashion Design and Merchandising Faculty, School of Architecture, Southern Illinois University, Carbondale, IL 62901, USA
Seung-Hee Lee: Fashion Design and Merchandising Faculty, School of Architecture, Southern Illinois University, Carbondale, IL 62901, USA
Kwangho Jung: Graduate School of Public Administration, Seoul National University, Seoul 151-742, Korea

Sustainability, 2019, vol. 11, issue 20, 1-17

Abstract: Current Chinese college students will become future consumers and fashion leaders. We examined, relying on a survey of 572 Chinese college students, which college students are trendsetters and followers. MANOVA results found four different innovation groups from trendsetters, to early adopters, to late adopters, and to reluctant adopters. ANOVA and regression results also found significant differences in cultural receptivity, cultural awareness, and future orientation between trendsetters and followers. The regression with the quadratic forms illustrated that the impact of trendsetting is not linear and becomes much larger for trendsetters but is almost none for the three follower groups. The piecewise regression revealed that the slope of the followers is flat, implying no relationship between the followers and cultural receptivity, awareness, and future orientation. However, the slope of the trendsetters is steep, implying a strong positive relationship between trendsetters and cultural attitudes such as cultural receptivity, cultural awareness, and future orientation.

Keywords: trendsetting; cultural awareness; cultural receptivity; future orientation; Chinese college students (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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