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Culture, consumption and choice: towards a conceptual relationship
Author(s) -
Shaw Deirdre S.,
Clarke Ian
Publication year - 1998
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1998.tb00727.x
Subject(s) - scope (computer science) , consumption (sociology) , product (mathematics) , set (abstract data type) , conceptual framework , process (computing) , marketing , business , sociology , computer science , social science , geometry , mathematics , programming language , operating system
Manufacturers and retailers are continually extending the geographical scope of their activities, and the degree of acceptance by local consumer cultures is integral to the success or failure of their operations. It is, therefore, important that cultural influences on consumption behaviour are fully conceptualized and understood. Central to this understanding is a need to address how consumers prioritize their own principles and set them against other criteria, bringing these to bear in the process of choosing particular products. This paper attempts to address the paucity of research in this respect by attempting to integrate areas of literature on culture, consumption and product choice. These relationships are explored through a simple conceptual framework, which is then used to discuss the influence of culture on one particular type of behaviour —‘ethical consumption’— the degree to which consumers prioritize their own ethical concerns when making product choices. The paper concludes by highlighting the general implications of the framework for research.