Civilizational Identity, Consumer Civilization and Chinese-style Modernization

The literature on the globalization of consumer culture discusses the phenomenon of cultural localization, but has not yet addressed the question of how glocalization occurs. In the context of globalization, there are different models in how a civilization deals with other civilizations. One of them is the civilizational identity continuity model, which leads to glocalization and prevents non-Western societies from falling into Westernization in the process of globalization. The civilizational continuity mechanism treats the basic framework of the civilization to which it belongs as a framework identity and uses it to deal with other civilizations. Through this mechanism, non-Western countries participate in the globalization process and absorb the modernization elements of the West, while retaining and continuing the basic framework of their own civilizational identity. Through a study of the transformation of Chinese consumer civilization, we analyze the civilizational evolution mechanism behind Chinese-style modernization and respond to the question of how glocalization occurs from the perspective of civilizational identity.