How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness

• Published in: Journal of marketing research Vol. 59; no. 3; pp. 555 - 577
• Main Authors: Nie, Xiaodong, Yang, Zhiyong, Zhang, Yinlong, Janakiraman, Narayan
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.06.2022; SAGE PUBLICATIONS, INC
• Subjects: Consumer behavior; Consumers; Consumption; Identity; Sharing economy; sharing economy; preference for access-based consumption; consumption openness; traveler–settler orientation; global–local identity
• ISSN: 0022-2437; 1547-7193
• DOI: 10.1177/00222437211055130

Given the increasing importance of the global sharing economy, consumers face the decision of whether to choose an access-based option versus an owned option. However, understanding of how consumers’ global–local identity may influence their preference for access-based consumption is rather limited. The authors fill this knowledge gap by proposing that consumers high in global identity (“globals”) have a greater preference for access-based consumption than those high in local identity (“locals”). Such effects are mediated by consumers’ consumption openness. Consistent with the “consumption openness” account, the authors find that when the desire for openness is enhanced by a contextual cue, locals’ preference for access-based consumption is elevated, whereas globals’ preference for access-based consumption is unaffected. However, when the desire for openness is suppressed by a contextual cue, globals’ preference for access-based consumption is reduced, whereas locals’ preference for access-based consumption is unaffected. Similarly, consumers’ traveler–settler orientation sets a boundary for the relationship between global–local identity and preference for access-based consumption, given its close association with consumption openness. Theoretical and managerial implications are discussed.