The influence of zhongyong on consumers’ tolerance for shanzhai product quality: the moderating effects of frugality and price

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ABSTRACT PURPOSE This study explores the influence of Zhongyong thinking on the zone of tolerance (ZOT) for the quality of Shanzhai products among low-income Chinese consumers as well as

examines the moderating effects of frugality and price. DESIGN/METHODOLOGY/APPROACH Data were collected from 228 low-income Chinese consumers to test the hypothesized relationships between

Zhongyong thinking, frugality, price and the ZOT of quality. FINDINGS The results demonstrate a negative relationship between Zhongyong thinking and the ZOT of quality. This negative

relationship is intensified by an increase in frugality, highlighting the complex interplay between cultural thinking and economic behaviors. ORIGINALITY/VALUE This research sheds new light

on the research about the ZOT for quality by integrating the principles of mean and harmony with consumer rationality to explore the impact of Zhongyong thinking on low-income consumers’ ZOT

for Shanzhai product quality. It further enriches the understanding of frugality’s role by discussing how it interacts with Zhongyong thinking to affect the ZOT for product quality among

low-income consumers in emerging markets. KEYWORDS ACKNOWLEDGEMENTS _Funding:_ This work was supported by the National Social Science Fund of China (No. 22BGL290), the Key Project of

Zhejiang Provincial Philosophy and Social Science Planning (No. 25NDJC029Z), the Natural Science Foundation of Ningbo (No. 2023J287), the Zhejiang Provincial Intellectual Property Soft

Science Research Project (No. ZI202410) and the General Project of Zhejiang Provincial Department of Education (No. 20240401Z0227). CITATION Lin, M., Tian, M., Wu, J. and Wang, Y. (2025),

"The influence of Zhongyong on consumers’ tolerance for Shanzhai product quality: the moderating effects of frugality and price", _Cross Cultural & Strategic Management_, Vol.