Glocalization of consumer culture: An emerging pattern in the post-globalized world

Purpose: The paper examines the complex and often contradictory nature of consumer identity and consumption patterns within our contemporary landscape, shaped by post-globalization processes and geopolitical consequences. It delves into the implications of this dynamic environment for marketing strategies, highlighting the depth and complexity of consumer behavior in an era characterized by constant connectivity and curated digital experiences.
Design/methodology/approach: This conceptual paper builds upon the emerging body of literature in consumer studies, international marketing, international business, information systems and general management.
Findings: We reconceptualize the glocalization of consumer culture, in light of a newly developed concept - post-global consumer culture - by critically analyzing scholarly works and industry reports.
Originality: We have developed the concept of a post-global consumer culture, which is grounded in a complex typology of political identity and digital consumer culture. Additionally, we have reconceptualized the glocalization of consumer culture, considering the
dynamic and evolving nature of today’s world.
Practical implications: The paper offers useful insights into why and how post-globalized consumers vary in terms of their attitude toward global and local brands. Accordingly, international marketers can develop useful segmentation and positioning strategies.