Family identity construction: an interpretation of the Lunar New Year's Eve dinner consumption ritual

Abstract

Purpose

Family dinner on Lunar New Year's Eve is the most important and most ritualized feast for families in China. It is the time for the entire family to reunite. Families gather together to reflect their past and talk about the future. Through the lens of consumer culture theories, this study explores how Chinese consumers construct family identity.

Design/methodology/approach

Based on constant comparative analysis of primary data including in-depth interviews and participant observation, and secondary data including historical archives, cultural tracing, documentary reports and essays, the authors deconstruct the consumption rituals of family dinner on Chinese Lunar New Year's Eve. The authors focus on four aspects, including participants, place, time and related activities, and analyze Chinese consumers' ritual experiences.

Findings

The authors’ findings show how young consumers construct and strengthen individual self-identity, relational identity and family identity in various ways through consumption and ritual practices during Chinese Lunar New Year celebration.

Originality/value

The study of family dinner on Lunar New Year's Eve helps the authors understand contemporary consumer culture in three aspects. First, it helps the authors understand the relationship between consumption and culture. Second, the study shows the changes and continuities of consumption rituals. Third, the research highlights the experience of “home” among contemporary Chinese consumers.

Citation

Xue, H., Zhao, X., Nikolay, P. and Qin, J. (2022), "Family identity construction: an interpretation of the Lunar New Year's Eve dinner consumption ritual", Journal of Contemporary Marketing Science, Vol. 5 No. 1, pp. 29-48. https://doi.org/10.1108/JCMARS-10-2021-0037