Multicultural Perspectives in Customer Behaviour

With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from both international and multicultural perspectives. This book addresses important themes raised in marketing literature such as: global consumer culture, and the impact of Western culture on consumer behaviour in other countries; consumer acculturation processes, and the impact on identity conflicts and the strategies people use to manage them; globalisation vs. localised strategies, and the interaction of local and global influences on customer behaviour; climate change and global warming, their impact on consumer behaviour, and the implications for social responsibility; and cross-cultural customer research, including important methodological questions around the application of sociological, group-level measures to psychological, individual-level phenomenon in marketing contexts. The chapters in this book draw on quantitative and qualitative methodologies, reflecting the full range of methods employed in contemporary consumer research. They report on studies from a range of countries, including Germany, Greece, China, and Austria, and a number of cultural groups in the UK. This book was originally published as a special issue of the Journal of Marketing Management.