Abstract

Globalization is a phenomenon that was always present through different market trades. However, the evolution of technology mixed with open market frontiers has lead to a change in the communication systems, product circulation and movement of population for economic, social, political, ecological or leisure reasons. These trends have influenced behaviors of population and their exposure to other cultures, habits and consumer behaviors. In fact, consumer behavior theorists and marketing managers had to adapt to these important changes infusing a balance of “global consumer culture” and “ethnic identity” while experimenting resistance at the national, regional and local levels. Should they standardize, adapt or use a combination of methods to achieve success? How should they proceed? How should they adapt?
The Middle East is particularly an interesting context to answer some of these strategic questions. More precisely, Iran offers an interesting perspective to investigate the relationship between acculturation to global consumer culture (AGCC) and Ethnic Identity (EID) with consumer behavior. Are Iranian more materialists or oriented towards their own culture and identity when it comes to buying products-services?
Following a series of empirical studies in different countries, this particular study investigates the relationship between AGCC and EID with materialism (MAT), ethnocentrism (CET), and demographics. The results indicate the negative relationship between AGCC and EID, and positive impact of both on MAT. While, not enough evidences are found to accept CET and AGCC relation, the positive influence of EID on CET was founded. The Ethnic Identity (EID) seems to be the greater influencer on Materialism, Global Consumer Culture and Ethnocentrism.
Among indicated products categories, food, global and local, was the only culturally bound product. The reason for this claim was the significant influence of Ethnic Identity on local food and significant impact of AGCC on global foods. However, both constructs (AGCC and EID) have a positive influence on luxury products, clothing and appliances consumption, asserting that these categories are not culturally bound products.