Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective

Globalisation creates threats and opportunities for retailers in both international and domestic markets. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland & Laroche, 2007 Cleveland, M. and Laroche, J. 2007. Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60: 249–259. http://dx.doi.org/10.1016/j.jbusres.2006.11.006[Crossref], [Web of Science ®] , [Google Scholar]). The research presented here extends their work by examining demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of US consumers (N = 492). Findings suggest that, to varying degrees, demographics and individualism impact four of the dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism for food and fashion retailers. Cosmopolitanism and social interaction consistently reduce ethnocentrism towards retailers among the sample data.