This book consolidates and documents the influence of Western consumerism on Eastern culture and values.

This book provides a thorough overview of the current knowledge regarding Western consumerism and Eastern cultural values. Drawing upon research into consumer behaviour, social psychology, and anthropology, it explores how Western consumer culture has influenced Eastern culture. By surveying a spectrum of domains, including food and cuisine, fashion, music and cinema, and healthcare and medicine, this book considers the extent to which traditional Eastern values have changed and evolved during the globalisation and commercialisation process, whether it is a matter of acculturalisation, glocalisation, cultural hybridisation, and even modernisation. It also highlights the recent phenomenon of cultural renaissance, where Asian consumers are attempting to reconnect with their traditional culture, thus reversing or at least retarding the influence of Western consumer culture.

A book of interest to researchers of sociocultural studies, consumer culture theory, cross-cultural psychology, and consumer behaviour studies.

Richard Lee is a Professor of Marketing at the University of South Australia and Research Associate at the Ehrenberg Bass Institute.

Quynh Anh Duong is a marketing specialist with ten years of experience across Southeast Asia and Australia and holds a Master of Communication from the University of South Australia.

Huda Khan is a Senior Lecturer in Marketing and Associate Director of the Africa Asia Centre for Sustainability Research at the Business School, University of Aberdeen, UK. She is also affiliated with InnoLab at the University of Vaasa, Finland.

Muhammad Rashid Saeed is a Lecturer in Marketing at the UQ Business School, University of Queensland, Australia.

Zhixing Xu is an Associate Professor of Human Resource Management at Beijing Normal University and serves as Vice Dean of the Graduate School at Beijing Wuzi University.