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Intro China's special consumer civilization can be traced right back to the start of the twentieth century when it was closely related to and acted as a help to nationalism. According to Gerth, Chinese intake trends in the 1920s were led by the motto 'Chinese should consume China made goods' (4). The reason for this trend was to encourage the consumption of Chinese goods, and nationalism was utilized to cultivate this belief and fad (andGerth 4). Consumption at this early age could be assumed to having been directed by the government, which utilized to modulate the products that were consumed with its own citizens. The beginning of globalization shifted this trend in the ethnocentric tendency to consumerism in which the Chinese taxpayers obtained access to various kinds of brands no matter the government's preferences (Croll) 302. This trend has brought with it a special type of consumer behaviour characterized by a spendthrift habit that is different from the earlier existent economy behaviour (Davis 77). This paper discuses the impact of this Chinese consumer behavior in the middle class citizens in China. Consumption Behavior in Ancient China According to Gerth the consumer culture in china was being used to encourage nationalism throughout the Mao and immediate post Mao regimes (4). At this moment, the most important purpose of this initiative was supposed to connect ingestion and nationalism by introducing the dilemma of domestic products and brands. Consumption of these national merchandise was highly encouraged in addition to being seen as patriotism. Shoppers who maintained stock and marketed the locally produced goods were well treated and advertised by the government. To the contrary, the people who sold overseas commodities were labeled anti-patriotic. The government's effort...