Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter

Workman, Jane E.; Lee, Seung-Hee; Jung, Kwangho

doi:10.3390/su11205853

Open AccessArticle

Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter

by

Jane E. Workman

¹,

Seung-Hee Lee

¹ and

Kwangho Jung

^2,*

¹

Fashion Design and Merchandising Faculty, School of Architecture, Southern Illinois University, Carbondale, IL 62901, USA

²

Graduate School of Public Administration, Seoul National University, Seoul 151-742, Korea

^*

Author to whom correspondence should be addressed.

Sustainability 2019, 11(20), 5853; https://doi.org/10.3390/su11205853

Submission received: 26 August 2019 / Revised: 16 October 2019 / Accepted: 17 October 2019 / Published: 22 October 2019

(This article belongs to the Special Issue Sustainability in 2nd IT Revolution with Dynamic Open Innovation)

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Abstract

Current Chinese college students will become future consumers and fashion leaders. We examined, relying on a survey of 572 Chinese college students, which college students are trendsetters and followers. MANOVA results found four different innovation groups from trendsetters, to early adopters, to late adopters, and to reluctant adopters. ANOVA and regression results also found significant differences in cultural receptivity, cultural awareness, and future orientation between trendsetters and followers. The regression with the quadratic forms illustrated that the impact of trendsetting is not linear and becomes much larger for trendsetters but is almost none for the three follower groups. The piecewise regression revealed that the slope of the followers is flat, implying no relationship between the followers and cultural receptivity, awareness, and future orientation. However, the slope of the trendsetters is steep, implying a strong positive relationship between trendsetters and cultural attitudes such as cultural receptivity, cultural awareness, and future orientation.

Keywords: trendsetting; cultural awareness; cultural receptivity; future orientation; Chinese college students

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MDPI and ACS Style

Workman, J.E.; Lee, S.-H.; Jung, K. Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter. Sustainability 2019, 11, 5853. https://doi.org/10.3390/su11205853

AMA Style

Workman JE, Lee S-H, Jung K. Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter. Sustainability. 2019; 11(20):5853. https://doi.org/10.3390/su11205853

Chicago/Turabian Style

Workman, Jane E., Seung-Hee Lee, and Kwangho Jung. 2019. "Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter" Sustainability 11, no. 20: 5853. https://doi.org/10.3390/su11205853

APA Style

Workman, J. E., Lee, S.-H., & Jung, K. (2019). Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter. Sustainability, 11(20), 5853. https://doi.org/10.3390/su11205853

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Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter

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