Kurzinfo:
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Traditionally, a person′s lifestyle was more locally determined and evolved slowly. However, in the 21st century, globalization makes the globe flat, and lifestyle and taste are globally influenced and can change rapidly. This is especially true for the emerging new middle class, which has changed from primarily struggling for basic physiological needs to enjoying conspicuous consumption, thanks to more exposure to media and information. A good example is the emerging number of golfers in China. This paper uses recent, fast growing trends in golfing in China to illustrate how the tastes and preferences develop and are influenced by commercialization, globalization and public media and to show the impacts of golfing on the sustainable development. It is argued that golfing in China is a result of globalization and a desire to show off one′s status, prestige, wealth, delicacy and taste. The emerging middle class population provides the soil, but golf competitions, public media and globalization are the seeds and fertilizers. The impacts of golf courses on the environment and sustainability nationwide might not be very significant for the time being in China, but they have had some local impacts. This paper not only demonstrates the impact of globalization on lifestyle and sustainability, but also provides more general policy suggestions addressing similar problems and phenomena. It is suggested that not only regulation and taxes or economic incentives but also psychological and educational methods to change the public perception could be applied as well. At the societal level, consumer preferences and perception of ″goodness″ need to be redefined through education and public media.
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