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‘Antiglobalscapes’: A cross-national investigation of the nature and precursors of consumers’ apprehensions towards globalization

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  • Cleveland, Mark
  • McCutcheon, Georgia

Abstract

Many consumers have become disillusioned with globalization and harbor anxieties about its various aspects. Yet there is scant empirical research on the subject, and little effort has been made to define antiglobalization from a consumer perspective. Building on Appadurai’s (1990) theoretical typology of global forces—ethnoscapes, mediascapes, technoscapes, finanscapes, and ideoscapes—we develop a multidimensional scale for operationalizing ‘antiglobalscapes’, specifically, consumers’ trepidations about each of these. We investigate how antiglobalscapes operate within a nomological net of ingroup/outgroup orientations that are used to segment consumer markets: cosmopolitanism, xenocentrism, identification with global consumer culture, and consumer ethnocentrism. Factor analyses revealed six antiglobalscape dimensions, representing apprehensions for five forces, with finanscapes splitting into two. Regressions revealed that the orientations differentially predicted the expression of each antiglobalscape. We provide researchers with a tool to understand consumers’ multifaceted globalization apprehensions, and show that their intensity is a function of the four consumer orientations.

Suggested Citation

  • Cleveland, Mark & McCutcheon, Georgia, 2022. "‘Antiglobalscapes’: A cross-national investigation of the nature and precursors of consumers’ apprehensions towards globalization," Journal of Business Research, Elsevier, vol. 138(C), pages 170-184.
    • Handle: RePEc:eee:jbrese:v:138:y:2022:i:c:p:170-184
    DOI: 10.1016/j.jbusres.2021.09.011
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    References listed on IDEAS

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    2. Easwaramoorthy Rangaswamy & Nishad Nawaz & Zhou Changzhuang, 2022. "The impact of digital technology on changing consumer behaviours with special reference to the home furnishing sector in Singapore," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-10, December.

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