The evolution of urban wedding consumption in China since 1970s

Abstract

Purpose

The purpose of this paper is to investigate the evolution of wedding-related consumption of urban families in China during the past 50 years.

Design/methodology/approach

This study used qualitative and quantitative approaches to collect and analyse data from 157 families in China. Data collection occurred through semi-structured interviews and questionnaire surveys.

Findings

The findings are as follows: average wedding expenses per family have increased, mainly as a result of the substantial growth of indirect wedding costs; the percentage of total wedding expenses represented by direct costs pertaining to the ritual is trending downwards; the percentage of total wedding expenses borne by the groom’s family is much higher than that borne by the bride’s family, and the gap is enlarging; the proportion of newlyweds living with parents was more than 50 per cent in the 1970s and 1980s, decreased to 10 per cent in the 1990s and began slightly increasing again after 2000.

Research limitations/implications

The authors used signal investment theory to explain the fact that the groom’s family bears more of the wedding expenses than the bride’s family does, but more evidences are needed to verify the theory.

Originality/value

This study contributes to the understanding of evolution of wedding consumption of urban families in China, as well as how social and economic factors influence wedding consumptions in different ages, an area with limited previous research. The authors also propose signal investment theory as an alternative explanation to current wedding consumption theories to justify the phenomenon.

Citation

Fu, G., Li, Y. and Fei, X. (2018), "The evolution of urban wedding consumption in China since 1970s", Journal of Contemporary Marketing Science, Vol. 1 No. 1, pp. 163-175. https://doi.org/10.1108/JCMARS-09-2018-0011