THE MODERN RENEGOTIATIONS OF CONFUCIAN ETHICS AND IMPLICATIONS ON ETIDCAL CONSUMPTION IN CHINA

This paper explores the ethical ideologies and the renegotiations of traditional Confucian values (TCV) resonating with the younger generation of Mainland Chinese consumers. It examines the extent embedded Confucian ethics play a part in consumption and the prospect of ethical consumption and sustainability in China. The study finds that notions of individualism and rampant materialism have superseded the value of collectivism, righteousness and the long-term orientation of saving. The TCV of face (mianzi and lien) along with frugality still maintains to be of great significance. Implications of each value for ethical consumption are discussed. This study's inclusion of Confucian ethics addresses some fundamental gaps and contributes to the ethics literature by encompassing crucial elements of Chinese philosophy needed to holistically further understand Chinese ethical reasoning, intention and consumption behavior.