Skip to main content
Globalization, National Identity, Biculturalism and Consumer Behavior: A Longitudinal Study of Dutch Consumers
Journal of Business Research (2018)
  • Kamila Sobol
  • Mark Cleveland
  • Michel Laroche
Evidence for the presence of the global consumer culture (GCC) is substantial. The present paper contributes to this body of research by providing a longitudinal perspective emphasizing the presence, antecedents, and consequences of the GCC within the Netherlands, examining how the interplay between the local and global cultures evolves. While we found evidence that the Dutch are increasingly acculturating to the GCC, the global and local cultural forces seem to impact consumption behaviors consistently over time: NEID positively associates with the consumption of products traditionally bounded to local culture (e.g. local food and clothing), whereas the positive role of AGCC figures prominently with behaviors bound by global or foreign cultural conventions (e.g. electronics and luxuries). The expanded nomological network considers the relationships of AGCC and NEID to various demographic/cultural precursors and dispositional outcomes.
  • Globalization,
  • Global Consumer Culture,
  • Ethnic Identity,
  • Netherlands,
  • consumption,
  • longitudinal,
  • empirical
Publication Date
Winter January 1, 2018
Citation Information
Sobol, K., Cleveland, M., & Laroche, M. (2018). Globalization, national identity, biculturalism and consumer behavior: A longitudinal study of Dutch consumers. Journal of Business Research, 82, 340-353.