Drawing on the marketing channel behavior, local social psychology and paternalistic leadership theories, this study proposes supplier's Paternalistic Behavior Orientation from the perspective of Chinese traditional culture and subdivides it into two dimensions: Behavior Orientation of Inspiring Awe and Behavior Orientation of Granting Favors. This research empirically tests the influence of the supplier's paternalistic behavior orientation on the distributor's voice behavior and the moderating effect of Renqing. Based on the 327 samples of distributors, we find that the supplier's paternalistic behavior orientation can significantly influence the distributor's voice behavior. There is a significant negative influence of the awe-inspiring orientation on the distributor's voice behavior. However, the favor-granting orientation positively affects the distributor's voice behavior. We also find that Renqing has a moderating effect on these relationships.