Market Sustainability : A Globalization and Consumer Culture Perspective in the Chinese Retail Market. / Afzal, Farman; Yunfei, Shao; Sajid, Muhammad; Afzal, Fahim.

In: Sustainability (Switzerland), Vol. 11, No. 3, 22.01.2019, p. 1-24.

Research output: Contribution to journalArticlepeer-review

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Market Sustainability : A Globalization and Consumer Culture Perspective in the Chinese Retail Market. / Afzal, Farman; Yunfei, Shao; Sajid, Muhammad; Afzal, Fahim.

In: Sustainability (Switzerland), Vol. 11, No. 3, 22.01.2019, p. 1-24.

Research output: Contribution to journalArticlepeer-review

Harvard

Afzal, F, Yunfei, S, Sajid, M & Afzal, F 2019, 'Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market', Sustainability (Switzerland), vol. 11, no. 3, pp. 1-24. https://doi.org/10.3390/su11030575

APA

Vancouver

Author

Afzal, Farman ; Yunfei, Shao ; Sajid, Muhammad ; Afzal, Fahim. / Market Sustainability : A Globalization and Consumer Culture Perspective in the Chinese Retail Market. In: Sustainability (Switzerland). 2019 ; Vol. 11, No. 3. pp. 1-24.

BibTeX

@article{8706f84942864cc9868e2ff9eab183ba,
title = "Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market",
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 covariancebased 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.",
keywords = "Consumer behavior, Globalization, Individual culture, Materialism, Processed food, Sustainable market",
author = "Farman Afzal and Shao Yunfei and Muhammad Sajid and Fahim Afzal",
year = "2019",
month = jan,
day = "22",
doi = "10.3390/su11030575",
language = "English",
volume = "11",
pages = "1--24",
journal = "Sustainability (Switzerland)",
issn = "2071-1050",
publisher = "MDPI AG",
number = "3",

}

RIS

TY - JOUR

T1 - Market Sustainability

T2 - A Globalization and Consumer Culture Perspective in the Chinese Retail Market

AU - Afzal, Farman

AU - Yunfei, Shao

AU - Sajid, Muhammad

AU - Afzal, Fahim

PY - 2019/1/22

Y1 - 2019/1/22

N2 - 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 covariancebased 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.

AB - 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 covariancebased 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.

KW - Consumer behavior

KW - Globalization

KW - Individual culture

KW - Materialism

KW - Processed food

KW - Sustainable market

UR - http://www.scopus.com/inward/record.url?scp=85060375826&partnerID=8YFLogxK

U2 - 10.3390/su11030575

DO - 10.3390/su11030575

M3 - Article

AN - SCOPUS:85060375826

VL - 11

SP - 1

EP - 24

JO - Sustainability (Switzerland)

JF - Sustainability (Switzerland)

SN - 2071-1050

IS - 3

ER -