Abstract:
This research investigates the impact of acculturation to global consumer culture
dimensions on global consumption orientation. Previous studies have primarily
focused on purchase intention, impulsive behavior, etc. Employing a quantitative
methodology, data were collected from a convenience sample of 150 Sri Lankan
consumers in between the ages of 20-50 years, through an online, self-administered
questionnaire. Multivariate data analysis techniques were applied for data analysis.
Findings indicate that cosmopolitanism, exposure to multinational companies’
marketing activities, exposure to global mass media, and self-identification with global
consumer culture significantly influence individuals’ global consumption orientation.
However, factors like openness and the desire to emulate global consumer culture
show statistically insignificant effects. This study contributes to literature on
Consumer Culture theory and Acculturation to Global Consumer Culture. Thus, this
study provides a mechanism for measuring individuals’ global consumption
orientation and offers insights into the influence of acculturation to global consumer
culture on consumption patterns
