Social construction functions of consumption space under stratification: The case of Guangzhou

Abstract

As Chinese cities rapidly transformed themselves into consumerist societies, the relationship between consumers and consumption space under stratification has become a new research area in the field of urban social geography. Based on a consumer behavior analysis, this study explores the relationship between consumption space and the social strata of consumers in typical shopping malls in Guangzhou where the first shopping mall in China was built. The result shows that shopping malls have performed significant constructive functions of organizing consumers from different social classes into different consumption space. For middle- and upper-class consumers, the function of shopping malls centers on utilitarian consumption, identity recognition, and identity construction; whereas for lower-class consumers, its function revolves around pleasure and enjoyment. The symbolism of consumption space is the underlying reason for shopping malls to have their social constructive function. The findings of this research suggest that: 1) a shopping mall is a productive consumption space and a geographical space with subjectivity; 2) the micro-location of a shopping mall has social construction function; and 3) symbolic consumption is the core of social construction.