Consumers’ Local-Global Identity: Measurement

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.


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.


Yinlong Zhang, University of Texas at San Antonio, USA
Adwait Khare, Quinnipiac University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More


The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

Read More


Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal

Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.