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Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market

1
School of Management and Economics, Center for West African Studies, University of Electronic Science and Technology of China, Chengdu 611731, China
2
School of Management, Royal Holloway, University of London, London TW20 OEX, UK
3
Business School of Hohai University, Hohai University Nanjing, Nanjing 210029, China
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(3), 575; https://doi.org/10.3390/su11030575
Received: 28 October 2018 / Revised: 16 January 2019 / Accepted: 16 January 2019 / Published: 22 January 2019
(This article belongs to the Special Issue Marketing of Sustainable Food and Drink)
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Abstract

Consumer behavior is becoming increasingly heterogeneous due to the changing culture patterns and effects of globalization. This phenomenon increases the importance of focusing on the social dimension of sustainability in a consumer market. This research contributes to the body of knowledge by emphasizing the consequences of individual cultural values and individual materialistic values in the Chinese consumer market. In this endeavor, Hofstede’s framework of individual culture with materialistic effect is applied to understand consumer behavior in a processed food market. Rigorous research activity was conducted at the point of sale in different supermarkets to record the responses of random consumers. The results of multi-variate covariance-based structure equation modeling show that individual materialistic values have emerged as a key determinant, which reflects the individual culture for consumer buying behavior in a state of globalization. Power distance, long-term orientation, and uncertainty avoidance were found to be important measures of individual culture. The findings of the study are useful in assisting the industry for product launching and marketing strategies to achieve future sustainability in the processed food market. In the pursuit of a sustainable processed food market, the focus should shift toward individual cultural values away from national and group cultures. View Full-Text
Keywords: individual culture; consumer behavior; materialism; sustainable market; processed food; globalization individual culture; consumer behavior; materialism; sustainable market; processed food; globalization
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Afzal, F.; Shao, Y.; Sajid, M.; Afzal, F. Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market. Sustainability 2019, 11, 575.

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