Consumption attitudes and behaviors in Asia: a “discovery-oriented” fresh look

Purpose This paper aims to identify distinct consumption patterns among Asian consumers and examine how these relate to cultural antecedents and key human values. Design/methodology/approach This study uses a large, representative sample of almost 7,000 Asian consumers in 10 culturally varying markets, using latent profile analysis (LPA) to identify the consumption profiles. Findings The findings empirically demonstrate that the two profiles are...