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


Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More


Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More


Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University 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.