The Dynamics of Global Consumer Culture and Its Impact on Consumption Orientation: Evidence from the Emerging Nation

Abstract

This research investigates the impact of acculturation to global consumer culture dimensions on global consumption orientation. Previous studies have primarily focused on purchase intention, impulsive behavior, etc. Employing a quantitative methodology, data were collected from a convenience sample of 150 Sri Lankan consumers in between the ages of 20-50 years, through an online, self-administered questionnaire. Multivariate data analysis techniques were applied for data analysis. Findings indicate that cosmopolitanism, exposure to multinational companies’ marketing activities, exposure to global mass media, and self-identification with global consumer culture significantly influence individuals’ global consumption orientation. However, factors like openness and the desire to emulate global consumer culture show statistically insignificant effects. This study contributes to literature on Consumer Culture theory and Acculturation to Global Consumer Culture. Thus, this study provides a mechanism for measuring individuals’ global consumption orientation and offers insights into the influence of acculturation to global consumer culture on consumption patterns