This study is an investigation Chinese identification, acculturation and conspicuous consumption in a multicultural society. The primary objectives of this study were to examine the relationship between Chinese identification and conspicuous consumption and the moderating effect of acculturation dimensions on the relationship between Chinese identification and conspicuous consumption. Extended theoretical frameworks were developed and empirical evidence was provided. The research site selected for this study was Toronto Canada. The study used quantitative research method for a questionnaire survey of a purposive sample of 254 ethnic Chinese respondents. Qualitative research methods were also applied with twelve in-depth interviews and participant observation. The triangulated results revealed a strong relationship between Chinese identification and conspicuous consumption and no moderated effect of acculturation dimensions on the proposed relationship. Chinese women, young Chinese adults and reference groups are forced to be influential factors. Theoretical and managerial implications are also discussed.