Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter

Current Chinese college students will become future consumers and fashion leaders. We examined, relying on a survey of 572 Chinese college students, which college students are trendsetters and followers. MANOVA results found four different innovation groups from trendsetters, to early adopters, to late adopters, and to reluctant adopters. ANOVA and regression results also found significant differences in cultural receptivity, cultural awareness, and future orientation between trendsetters and followers. The regression with the quadratic forms illustrated that the impact of trendsetting is not linear and becomes much larger for trendsetters but is almost none for the three follower groups. The piecewise regression revealed that the slope of the followers is flat, implying no relationship between the followers and cultural receptivity, awareness, and future orientation. However, the slope of the trendsetters is steep, implying a strong positive relationship between trendsetters and cultural attitudes such as cultural receptivity, cultural awareness, and future orientation.