This chapter delves into a crucial aspect of the existing research on nationalism in China, highlighting a notable issue that has emerged. The prevailing approach has tended to examine Chinese nationalistic sentiments as a unified whole, neglecting the inherent complexity and diversity within this phenomenon. Taking such a holistic perspective is overly simplistic and fails to account for the multifaceted nature of Chinese nationalists’ motivations and actions.

To rectify this oversight, it is imperative to categorize the various manifestations of consumer nationalism in China based on a range of indices. By doing so, we can gain a more nuanced understanding of this complex phenomenon. Therefore, this chapter aims to explore the distinct types of consumer nationalistic actions observed in China and elucidate the varying consequences associated with each type. In order to substantiate this argument, the chapter will present several illustrative cases.

The central contention put forth in this chapter is that contemporary consumer nationalism in China can be effectively classified into three distinct types, each engendering a different level of consequences. By differentiating these types, we can discern the specific motivations, behaviors, and outcomes associated with each category. This nuanced approach not only enriches our comprehension of consumer nationalism in China but also contributes to a more comprehensive analysis of nationalism studies in general.

Mapping the Field

Nationalism, as a widely acknowledged sentiment shaping both public and private spheres, has been prevalent since the late eighteenth century. Its influence on global politics can be understood through the concept of identifying the state or nation with its people. However, to grasp the concept of “consumer nationalism,” it is essential to differentiate it from related terms such as economic nationalism, commercial nationalism, consumer ethnocentrism, political consumerism, and consumer nationalism.

Economic nationalism

The term “economic nationalism” has a historical origin that can be traced back to the early twentieth century. It gained recognition through the works of notable economists and scholars who examined the concept in depth. One of the earliest instances of using this term can be attributed to American economist Alvin Johnson in 1917, who is renowned as one of the cofounders of the New School for Social Research.