Economic integration and interactions among consumers, companies, and governments have resulted in fading borders. These processes force markets to globalize to higher degrees of globalization. Even in this globalization era, there is an ongoing debate on globalization and there is no agreement about whether consumers, thus their culture as well, are globalizing, glocalizing, or localizing. Despite it sounds like that absence of agreement on debatable globalization, the topic is challenging and day-by-day world continues to globalize more and more. The reason of the debate on globalization is that even globalization is mostly accepted as a homogenization force, consumers are getting more diverse than ever. As a result of confusing and paradoxical process of globalization, there is a strong need for new research in order to understand the emerging nature of world culture or namely global consumer culture.
Making decisions on consumption is a big challenge for contemporary consumers. In the age of globalization, this challenge is even stronger in the case of global consumption, because in this situation, they are under the effects of global and local cultures, which make consumption more complicated. Many times, consumers are exposed to both global and local products, and they are forced to select between them. Therefore, the interplay between globalization and localization is at the central of attitudes towards global consumption. In these circumstances, it is essential to understand the reasons of consumers’ preference for global products and their global consumption behavior. However, extant literature focuses on the negative attitudes/tendencies towards global products and neglects the positive ones. Globalization process reversed the trend of negative attitudes/tendencies toward foreign/global products to positive attitudes/tendencies toward foreign/global products; therefore, in this dissertation, not only negative but also positive attitudes/tendencies are analyzed as the antecedents of global consumption. Moreover, military, political, and economic perspectives are no longer sufficient to understand the new global economy, which has become very complex and it cannot be comprehended by existing and old views and models. Now, cultural view suits better than any other perspective. Therefore, lack of studies and scales in the literature on global consumer culture limits our understandings about global consumers. For these reasons, it is the purpose of this dissertation to fulfill this gap in the literature by proposing two new constructs, namely openness to global consumer culture and conserving local consumer culture, which are identity-based and supposed to be more suitable for both global consumer culture and international market segmentation, are proposed and tested.
With the increasing role of globalization, international market segmentation is a critical success factor for firms, which aim for international market expansion. Globalization leads to several distinct consequences, this further increase the importance of international market segmentation. However, international market segmentation is still an under-researched area, especially at the consumer level. For international market segmentation, stability of segmentation base becomes more important than other segmentation levels. For this reason, consumer identities, as the important, stable, and underlying determinants of consumers’ needs, attitudes and behaviors, are valuable bases for international market segmentation. In this dissertation, consumer identities are treated as the core-underlying dynamic of consumers’ attitudes and tendencies. For that reason, understanding this relationship along with the interactions between new and existing culture and consumption related constructs would provide us valuable and strategic insights and understand consumers’ preferences for products in the globalized market environment. Additionally, segmenting consumers based on a model and analyzing each segment’s behavior is more valuable than understanding them in general.
It is the aim of this dissertation to understand this interaction among the constructs, which are recognized and used to understand consumers’ attitudes towards global consumption; they are namely openness to global consumer culture, conserving local consumer culture, consumer cosmopolitanism, religiosity, and ethnic identity. Thus, this study proposes two new constructs namely openness to global consumer culture, conserving local consumer culture, which are identity-based motivations, builds a model that integrates the constructs in consideration together, and based on this model, segments global markets where international market segmentation studies lack to develop model-based segmentation. Therefore, the objectives of this dissertation to contribute to cross-cultural consumer behavior literature are threefold: one is to propose and develop two new and multidimensional identity-based constructs with a cultural perspective (openness to global consumer culture and conserving local consumer culture); second objective is testing these newly developed scales in a model where attitudes towards global consumption holds the central place, it is aimed to link new constructs proposed in this study as the antecedents, attitudes towards global consumption, and consumer attitudes or identities in relation with consumer culture; and third objective is to segment international markets based on a model which is developed and validated in this study.
For these purposes, other than the studies for scale development, three separate studies are conducted. Two of them in Turkey (student and non-student samples) and one of them in United States (student sample) are conducted for sustaining cross-cultural validity of the research model. In line with the aim of dissertation, first, traditional scale development processes for two newly proposed constructs are followed and all the psychometric tests are conducted including exploratory and confirmatory factor analysis, structural equation modeling, and other reliability and validity tests. Later on, research model is tested with structural equation modeling and evidence for the hypotheses developed are supplied. Additionally, common method variance and measurement invariance are also checked. Then, based on the research model, both country-level and consumer-level international market segmentation analyses are conducted with K-means cluster analysis and multi-group structural equation modeling. Consumer-level international market segmentation was superior to country-level one. Afterwards, consumer-level international market segmentation is conducted within and between countries. Among all the alternatives, between countries international market segmentation performed better than other alternatives. By this method, it is shown that each segmentation approach has its own benefits and advantages; however, between countries consumer-level international market segmentation provides the best results.
Consequently, this dissertation with having the social and cultural perspectives rather than economic ones is successful in explaining consumers’ global consumption choices. Integrating self-identity theory and identity-based motivation with the global consumption context increases the performance of the research model and builds an effective model for international market segmentation. This model is applicable at both country- and consumer-level and it could provide important insights to marketing practitioners. Additionally, two newly proposed constructs function better than existing constructs and provide more stable bases for international market segmentation. In addition, between countries consumer-level international market segmentation results indicate that it is superior to other international market segmentation alternatives. This could move the recent international market segmentation and global consumer culture literature one-step further.