Why do I buy number 8? – Conceptualizing and interpreting auspicious consumption in China

Purpose This study aims to conceptualize and explore a prevalent consumption pattern in China, coined as “auspicious consumption.” Despite China’s capitalistic development, rationality, a cornerstone of Max Weber’s capitalist ethos, is not universally evident in economic activities, as exemplified by this phenomenon. Auspicious consumption involves metaphysical practices such as numerology, chronomancy, talisman use and ancestorism. Popular among commoners, these practices are invested with considerable economic, social and cultural capital. It is defined as consumption that is said or believed to magically bring secular benefits while shunning misfortune. The research seeks to understand how auspicious consumption is perceived and practiced among Chinese consumers, distinguishing it from other metaphysical practices and addressing the relationship between cultural dynamics and modern economic activities in China. Design/methodology/approach This study uses a grounded theory approach, which is particularly suited for under-researched topics lacking established theoretical frameworks. In-depth interviews were conducted with 26 Chinese participants from diverse demographics. The data were transcribed and analyzed in Chinese to maintain originality and ensure the accuracy of cultural and symbolic meanings. The grounded theory facilitates an in-depth examination of social, psychological and cultural factors contributing to auspicious consumption, ensuring a comprehensive understanding of the phenomenon. Taxonomies were developed to categorize believers, types of auspicious consumption and manifestations of auspiciousness. Findings The findings confirmed that auspicious consumption is widely accepted as practices believed to achieve desirable secular outcomes and avert misfortunes through consumption of magical means. Auspicious consumers aimed at pursuing this-worldly wants such as safety, health, prosperity, wealth, status and success. The factors contributing to this consumption behavior include belief in magical efficacy, social status, conformity, coping mechanisms and habitual behaviors. Taxonomies also categorized consumers as believers, ambiguous believers and disbelievers, complementing Weber’s theory on disenchantment. In addition, a list of reported consumption activities was categorized into objects, services and practices and documented how auspicious quests are manifested in each activity or item reported. Originality/value This research coins and conceptualizes the prevalent yet unexplored phenomenon of “auspicious consumption,” distinguishing it from superstition, folk religion and other metaphysical practices. By providing a clear taxonomy and conceptual framework, the study offers a new perspective on this prevalent consumption pattern in China. The findings also highlight the complex interplay between rational decision-making and magical beliefs, contributing to an understanding of consumption practices in non-Western cultures. The study offers implications for marketers and researchers interested in cultural influences on consumer behavior and the evolving nature of metaphysical practices in modern economies.