Global trends in consumer behavior

This chapter addresses global developments that seem to support universal consumer behaviors. The convergence thesis posits that consumer habits become similar due to globalization. However, although firms sell standardized lifestyle products such as Coca-Cola globally (i.e., culture-free product), many others remain subject to local tastes, such as the Chinese grain spirit Baiju (i.e., culture-bound product). The postmaterialism thesis posits that as societies prosper, there is a corresponding change from materialistic (i.e., possessions) to postmaterialist values (e.g., self-actualization and environmental consciousness). Accordingly, ethical consumption has become a global claim, but is often not put into practice. The Global Consumer Culture thesis states that the drivers of globalization (e.g., global media reach) make cultural values obsolete, but only every fourth consumer has an unreservedly positive attitude towards global brands (i.e., global consumer); many others favor local products, considering them as healthier or wanting to support local industry (i.e., local consumer).