Global Consumption Orientations of Turkish Consumers: An Identity Perspective

In the age of high level of globalization, there is also an ongoing debate on globalization without an agreement about whether consumers and their consumption are globalizing, glocalizing (hybridizing) or localizing. As a result of confusing and paradoxical process of globalization, there is a strong need for new research in order to understand the emerging nature of consumer consumption or namely global consumer culture. Therefore, taking identity-perspective into consideration, in this study, Turkish consumers' global consumption orientations along with their identities are put forward based on a field study of 942 consumers. Besides, the role of two distinct identity constructs in predicting global consumption orientations is also tested and compared by logistic regression. It is concluded that consumption-related identity construct is much more efficient than the general identity construct based on the effects on global consumption orientation. Therefore, further research on developing global consumer culture related identity construct is needed.