Journal of Global Marketing

Consumer Culture Theory in a Globalized World

Global markets are expanding at an unprecedented rate, propelled by automation, digitalization, hyperconnectivity, obligations, globalization, and sustainability (ADHOGS), while simultaneously facing disruptions, volatilities, uncertainties, complexities, and ambiguities (DVUCA) in international business environments (Lim, 2023). These forces have redefined how brands respond and how consumers construct their identities, shape their preferences, and engage in consumption across diverse cultural contexts—wherein the latter informs the former.

Consumer Culture Theory (CCT) offers a strong theoretical foundation to analyze this ongoing transformation, highlighting how global and local forces shape consumer culture (Arnould and Thompson, 2005). In global marketing, striking a balance between standardization and adaptation remains a central challenge (Naseem and Yaprak, 2023). Standardized approaches can increase efficiency and maintain brand consistency. However, ignoring specific cultural differences risks alienating core segments and diluting the overall impact of marketing activities. Studies underscore that consumer self-concepts, social identities, and values often vary substantially from one country to another, underscoring the necessity of marketing strategies that are both culturally aware and analytically sound (Yim et al., 2014; Fournier and Alvarez, 2019; Ruanguttamanun, 2023).

Global brand success demands strategies that align with the cultural beliefs and norms of emerging markets (Khan, 2023; Bagozzi, 2024; Khraisat et al., 2024). This approach illustrates how adaptation can generate deeper connections and relevance. Meanwhile, the surge in digital globalization has reshaped consumer culture by enabling rapid exchange of ideas, styles, and cultural symbols across borders. Social media platforms and e-commerce marketplaces support hybrid consumption patterns, where iconic global brands are reimagined in local settings. Such platforms have introduced fresh complexities for international brands, particularly when entering previously untapped regions. Consumers in economies including Africa, Central Asia, South America, South Asia, and Southeast Asia blend global consumption habits with longstanding local traditions, altering how brands and products are perceived (Makri et al., 2019; Ma et al., 2020). Cultural principles in these areas guide preferences and shape reactions to brand messaging and value propositions (Lee and Soule, 2021).

A growing focus on ethics and sustainability has added another layer of complexity. Greater environmental awareness compels brands to align their products and services with socially responsible values. CCT brings valuable insights into how culture affects consumers’ decisions to adopt sustainable offerings (Buerke et al., 2017; Kumar and Shankar, 2023). Failing to grasp these expectations raises the risk of public criticism and lost market share while brands that succeed can better connect with their stakeholders. This is supported by Cvetkovich (2018) and Manrai (2018), who argue that sincere attention to cultural context is critical for brands to cultivate trust and long-term loyalty.

This special issue seeks to enrich our understanding of how global and local forces shape consumer culture, with a focus on actionable lessons for marketing academics and practitioners. Examining the connections between worldwide consumption patterns and localized identities can provide valuable direction for brands competing in dynamic international environments. Brands extending their reach must recognize not only the economic realities of new markets but also the ethical and socio-cultural considerations of local audiences. Insight into how cultural values influence consumer behavior remains essential for marketing strategies that achieve clear resonance.

Submissions should blend theoretical advancements with practical relevance, pushing research forward on the complex processes that bind culture and consumption in today’s global marketplace (see Homer and Lim, 2024). This issue welcomes scholarly work that challenges conventional perspectives, reveals overlooked dimensions, and proposes new frameworks for both marketing academics and practitioners. The goal is to foster a deeper appreciation of consumer culture in an era marked by ADHOGS and DVUCA while equipping brands with the knowledge to engage meaningfully with varied consumer groups and address pressing matters. We look forward to receiving compelling and rigorous manuscripts that expand existing theory and inform successful global marketing practices.

Using a range of methodologies (review, conceptual, qualitative, quantitative, experimental), potential topics may include but are not limited to:

Theme 1: Cultural Identities and Cross-Cultural Behaviors

• Analyzing how backgrounds such as age, gender, race, and socioeconomic status intersect with cultural values to shape consumer choices in globalized settings.
• Examining how marginalized communities are represented and the implications for global marketing.
• Exploring how global cultural shifts affect emotions, trust, and loyalty toward brands, including the psychological influence of glocalization on consumer decision-making.
• Investigating the differences in consumer decision-making across diverse cultural contexts and how these differences influence global marketing strategies.
• Studying how consumers navigate and negotiate their identities in a globalized world and how global and local cultural factors influence preferences.
• Understanding how global brands adapt and localize offerings to fit local consumption habits and maintain global consistency while addressing localized tastes.

Theme 2: Marketing Strategies in Global Contexts

• Focusing on under-researched regions (e.g., Africa, Central Asia, South America, South Asia, and Southeast Asia) to explore unique consumer culture paradigms.
• Investigating how cultural norms and values shape marketing and advertising strategies and how these dynamics influence perceptions and behaviors.
• Studying how emerging markets reinterpret global brand strategies through localized cultural lenses.
• Revealing insights into effective marketing practices that align with consumer identities across multiple nations and how firms can successfully position brands in diverse cultural markets.

Theme 3: Digital and Technological Transformations

• Analyzing how artificial intelligence (including generative AI like ChatGPT), digital platforms (including e-commerce, live commerce, social media), and extended reality (including augmented reality, virtual reality, and the metaverse) transform global consumer culture and marketing strategies.
• Examining how micro-communities and social media influencers impact cross-cultural consumption trends.
• Investigating how cross-border e-commerce and digital nomadism influence consumer identity.

Theme 4: Ethics, Sustainability, and Socio-Cultural Responsibilities

• Considering zero-waste lifestyles and related phenomena in different markets.
• Examining consumer-driven sustainability movements across cultures and the cultural roots of greenwashing and trust in global brands.
• Investigating how global markets balance social responsibility and sustainability with consumer demands in varied cultural settings.

Theme 5: Crisis Management and Resilience

• Researching how climate change, pandemics, and political upheaval disrupt consumer behavior across cultures.
• Studying consumer responses to brands during crises and the influence of cultural identity on resilience and adaptability.

(please contact Guest Editors for list of references)