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Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies

Galina Timokhina (), Taylan Ürkmez () and Ralf Wagner ()
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Galina Timokhina: Associate Professor, Ural State University of Economics,Yekaterinburg, Russia

South East European Journal of Economics and Business, 2018, vol. 13, issue 2, 49-71

Abstract: This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research in a systematic manner. This literature review reveals the lack of a unified conceptual approach to defining cross-cultural variations and the absence of a unified terminology related to cross-cultural research. It also highlights methodological areas susceptible to common method bias, which hinders the establishment of equivalence in studies of cross-cultural variations in consumer behavior. This review accentuates the “cross-cultural variations” concept in consumer behavior research, covering both the differences and similarities that are the subject of cross-cultural studies. Furthermore, the current study outlines relevant contributions for theoretical and potentially managerial implications based on the study’s insights.

Keywords: Cross-cultural variations; consumer behavior; data equivalence; measurement equivalence (search for similar items in EconPapers)
Date: 2018
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DOI: 10.2478/jeb-2018-0012

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South East European Journal of Economics and Business is currently edited by Adnan Efendic, Vesna Babić-Hodović and Aziz Šunje

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