Family meals and identity in urban China

• Published in: The Journal of consumer marketing 2015-11, Vol.32 (7), p.505-519
• Main Authors: Yu, Hongyan, Veeck, Ann, Yu, Fang (Grace)
• Format: Article
• Language: English
• Subjects: Civil war; Collectivism; Consumers; Consumption; Emancipation; Families & family life; Family structure; Globalization; Households; Individualism; Market research/consumer behaviour; Marketing; Meals; Modernity; Modernization; Qualitative research; Society; Studies; Values
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-09-2014-1146

Purpose – This study aims to, with family structures in urban China becoming increasingly diverse, examine how and to what extent the characteristics of everyday family meals relate to the establishment and strengthening of a collective sense of the Chinese family. Integrating ritual and family identity theories developed through studies conducted in the West, the research explores the relationship between family identity and the major dimensions that characterize ritualistic practices through an examination of family dinners in a non-Western context. Design/methodology/approach – The mixed-method approach combines a qualitative phase (focus groups and interviews) with a large-scale survey of households (n = 1,319) in four Chinese cities. Findings – The results find a positive relationship between family identity and commitment to family meals, as well as continuity promoted through family meals, at a 99 per cent confidence level. Research limitations/implications – One important research limitation is that the sample was limited to four cities. In addition, it is difficult for quantitative measures to capture the richness of emotionally and symbolically laden constructs, such as communication, commitment, continuity and family identity. Practical implications – The results provide insights into the meanings of family meals in China. With over one-third of household expenditures spent on food in Chinese cities, the formulation of brand positions and promotions can be informed through a greater understanding of the influence of family dynamics on food consumption. Social implications – The findings indicate that, within China’s dynamic environment of changing family values, strengthening the ritualistic characteristics of everyday family activities, such as family meals, can lead to an increase in a collective sense of family. Originality/value – The study demonstrates under what conditions, within this rapidly changing socioeconomic environment, the family dinner provides stability and a sense of unity for Chinese families. In China, a trend toward individualization is accompanied by a deep-seeded sense of obligation toward family that exerts an important influence on meal composition and patterns.