As an exploratory study on rural and urban consumers in an emerging market like China, this paper presents empirical evidence about the impacts of economic development on consumer lifestyles. Chinese rural and urban consumers were found to be statistically different in terms of their attitudes...

Purpose – The purpose of this research is to introduce and test a path model that explores the effects of Hofstede's cultural value dimensions on consumers' intention to eat a healthy diet, through the mediation of their public self‐consciousness. Design/methodology/approach – A total of...