The role of perceived social reality in the adoption of postmaterial values: The case of Hong Kong

While much research in the past four decades has demonstrated a turn toward postmaterial values in many developed countries in the world, there are continual debates regarding the factors behind such cultural changes. This study examines the role of certain cognitive factors in the adoption of postmaterial value orientations. Analysis of three surveys conducted between 2012 and 2016 in Hong Kong illustrate that postmaterial values are, at the individual level, tied to criticisms against social inequality and immobility. The relationship is stronger among better educated people and people with higher levels of news exposure. The analysis contributes to the broader literature on cultural change in modern societies by suggesting that social affluence is not a sufficient condition for the rise of postmaterial values. Instead, specific combinations of social conditions and a process of cognitive mobilization could initiate a postmaterial turn.