Linking global consumer culture and ethnocentric consumerism to global citizenship: exploring the mediating effect of cultural intelligence

Abstract

PurposeThis article attempts to understand the impact of global consumer culture and ethnocentric consumerism on global citizenship by identifying the mediating effect of cultural intelligence.Design/methodology/approachThe proposed structural equation model explains the relationship between global consumer culture, ethnocentric consumerism, and global citizenship. The empirical analysis involves an online survey targeted young people in Indonesia context.FindingsThe empirical evidence broadly supports the view that cultural intelligence strengthens the impact of global consumer culture and ethnocentric consumerism on global citizenship. There is a strong tendency in this study to suggest that global consumerism will not be able to contribute to global citizenship unless cultural intelligence provides as a mediating variable. However, the results do not support the mainstream literature, which suggests that ethnocentric consumerism harms global citizenship.Originality/valueThis study extends the discussion on achieving sustainable development by examining global citizenship leads to a better understanding of consumer culture theory.

The impact of the metacognitive and behavioral factors of cultural intelligence on foreign brand acceptance

“…Followed by metacognitive factor where a moderate correlation was present, while a low degree of correlation between the two variables was observed for the cognitive factor. Pratono & Arli (2020) found that there is a positive impact of cultural intelligence on the acceptance of foreign brands. Summarizing the foregoing, and in the context of the research covered in the paper, the first hypothesis can be formulated: H1: The metacognitive factor of cultural intelligence has a positive statistically significant impact on consumer acceptance of foreign brands.…”

“…Korzilius, Bucker & Beerlage (2017) emphasizes that is very important to apply adequate behavior in a certain cultural environment. Consequently, behaviors that are suitable in communicating in one cultural situation may be unsuitable in another (Pratono & Arli, 2020). Therefore, people need to be adaptable to a different cultural setting.…”

“…An important segment that influences consumer perception of a brand is cultural intelligence. Consumers who exhibit high levels of consumer ethnocentrism and low levels of cultural intelligence (which allows for the ability and flexibility to embrace cultural diversity) are averse to everything that comes from other cultures, and therefore to brands (Han & Guo, 2018;Pratono & Arli, 2020). On the other hand, a high degree of consumer cultural intelligence has a conclusive result on the acceptance of foreign brands (Ang & Van Dyne, 2015;Frias-Jamilena et al, 2018b).…”

bagaimana anak muda Indonesia menghadapi global citizenship dan apakah strategi aliansi global berlaku di industri selain kesehatan

“…GCC menunjukkan bagaimana konsumen menjadi anggotanya.konsumen global dengan membeli produk dengan simbol budaya di seluruh dunia. Konsumen etnosentris cenderung menolak GC dengan simbol budaya global yang diberikan (Pratono & Arli, 2020) Ada efek negatif EC terhadap kemauan untuk membeli produk asing . Pemahaman budaya mengungkapkan penerimaan terhadap budaya yang berbeda, yang pada gilirannya meningkatkan kemampuan untuk membangun modal sosial dalam konteks lintas budaya.…”

“…Pemahaman budaya mengungkapkan penerimaan terhadap budaya yang berbeda, yang pada gilirannya meningkatkan kemampuan untuk membangun modal sosial dalam konteks lintas budaya. CQ berlaku dalam penyesuaian warga global melalui alokasi upaya dan energi dalam pengaturan lintas-budaya yang berusaha disesuaikan oleh para pelaku (Pratono & Arli, 2020). Konsumen individu dapat menjadi cerdas dan etnosentris.…”