Abstract
To investigate the role of acculturation variables (Western behavioral adoption, adherence to traditional values) in explaining Chinese consumers' attitudes toward U.S.‐made and PRC‐made clothing, 3,000 consumers from large Chinese cities were surveyed. Responses were received from 870 men and 999 women. Results of a paired sample t test revealed that Chinese consumers' attitudes toward U.S.‐made clothing were more favorable than attitudes toward PRC‐made clothing. In addition, results of simple regression analyses revealed a positive relationship between attitudes toward U.S.‐made clothing and Western behavioral adoption and a negative relationship between attitudes toward PRC‐made clothing and Western behavioral adoption. In a related way, simple regression analyses revealed a negative relationship between attitudes toward U.S.‐made clothing and degree of adherence to traditional Chinese values and a positive relationship between attitudes toward PRC‐made clothing and degree of adherence to traditional values. Implications and ideas for future research are also addressed.