The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior

Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does exposure to global consumer culture (GCC) combine with a social identity drawing from nationality to impact consumer behavior? Using multidimension...

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Published inJournal of international consumer marketing Vol. 27; no. 5; pp. 364 - 387
Main Authors Cleveland, Mark, Laroche, Michel, Takahashi, Ikuo
Format Journal Article
LanguageEnglish
Published New York Routledge 20.10.2015
Taylor & Francis Ltd
Subjects
Acculturation
Consumer attitudes
Consumer behavior
Cultural identity
Culture
global consumer culture
globalization
Japan
Materialism
national ethnic identity
Social identity
structural equation modeling
Studies
Japan
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Abstract Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does exposure to global consumer culture (GCC) combine with a social identity drawing from nationality to impact consumer behavior? Using multidimensional measures for national ethnic identity and acculturation to GCC (AGCC), we investigate cultural relationships with an array of consumer attitudes and behaviors, focusing on Japan: an economically advanced country but with a non-Western and ethnically homogeneous people. AGCC positively (negatively) associated with materialism (consumer ethnocentrism); whereas Japanese ethnic identity positively associated with materialism. The behavioral impact of the cultural constructs was complex, varying substantially across 71 behaviors grouped into several product categories, whereby four broad acculturation patterns are discernible. Based on relative degrees of Japanese ethnic identity and AGCC, four consumer segments were revealed.
AbstractList Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does exposure to global consumer culture (GCC) combine with a social identity drawing from nationality to impact consumer behavior? Using multidimensional measures for national ethnic identity and acculturation to GCC (AGCC), we investigate cultural relationships with an array of consumer attitudes and behaviors, focusing on Japan: an economically advanced country but with a non-Western and ethnically homogeneous people. AGCC positively (negatively) associated with materialism (consumer ethnocentrism); whereas Japanese ethnic identity positively associated with materialism. The behavioral impact of the cultural constructs was complex, varying substantially across 71 behaviors grouped into several product categories, whereby four broad acculturation patterns are discernible. Based on relative degrees of Japanese ethnic identity and AGCC, four consumer segments were revealed.
Author Cleveland, Mark
Takahashi, Ikuo
Laroche, Michel
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Snippet Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does...
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StartPage 364
SubjectTerms Acculturation
Consumer attitudes
Consumer behavior
Cultural identity
Culture
global consumer culture
globalization
Japan
Materialism
national ethnic identity
Social identity
structural equation modeling
Studies
Title The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior
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