Consumers’ Local-Global Identity: Measurement

Yinlong Zhang, University of Texas at San Antonio, USA
Adwait Khare, Quinnipiac University, USA
This research develops and validates a scale to measure consumers’ local-global identity, or the degree to which they identify as local versus global citizens. In three studies, we show that this scale has sound psychometric properties as evidenced by a stable factor structure and satisfactory test-retest reliabilities. The results also show that the local-global identity construct is different from consumer ethnocentrism and chronic self-construal, and can be further used to predict consumers’ preferences for local or global products. Local-global identity provides a theoretical framework for reconciling contrasting findings about the preference for local or global products in globalized economies.
[ to cite ]:
Yinlong Zhang and Adwait Khare (2009) ,"Consumers’ Local-Global Identity: Measurement", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 41-44.