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This chapter asks the questions of whether traditional marketing tools and practices are sufficiently reflexive to deal in the international environment and how we might refine our understanding of cross-cultural environments. Starting from the vantage point that “international” occurs within national boundaries rather than across them, this chapter conducts a qualitative ethnographic study of Arabic and North African people who participate in a visible “street culture” on the streets of France. This ethnographic project models consumption habits in these groups. It asks why they consume certain things, what value or meaning discourses are articulated through these things within their group, and what cultural, social, or personal relevance or symbolism this kind of consumption represents. It also unravels the broader social discourses spun out of these symbolisms and “meaning-makings.” Based on the data discussed, a conceptual model is then offered to explain the process the marketing message undergoes and how meaning is transformed when taken from one cultural context to another. Some conclusions are drawn on how postcolonial analysis provides a new tool for our understanding and practice of international marketing.

This chapter is a qualitative exploration of consumer experiences into rural tourism initiatives in Japan. Rural tourism initiatives have been on the rise in Japan in recent times due to the need to rejuvenate the local economies, arts and cultural heritage. These initiatives aim to mobilise tourist attention to the countryside and create a bridge between urban tourists and rural tourism. Using theories of cultural encounters and cultural consumption, the research investigates rural tourism initiatives in two regions – Tateyama and Hirakawa. The narrative data provide insights into the motivations of the respondents to be part of the initiative and their experiences. It indicates how the process of cultural consumption leads to cultural appreciation. The study also serves as an example of how rural tourism can be implemented by other countries where rural economic mobilisation and empowerment is critical.

Brent B. Allred is an Associate Professor of Strategic Management and International Business at The College of William & Mary, in Williamsburg, VA. He earned his Ph.D. in Strategic Management/International Business at The Pennsylvania State University. His current research interests are in technology sourcing and patent rights. He has published in various journals, including the Journal of International Business Studies, Management International Review, the Journal of International Management, Academy of Management Executive, and the Journal of Product Innovation Management.

Purpose: This chapter aims to evaluate the significant impact of Gandhian values on sustainable consumption behaviour (SCB) by applying the value-attitude-behaviour (VAB) framework. This chapter contributes by incorporating Gandhian values as one influencing factor for SCB.

Need for the Study: Values are considered as guiding principles in people’s lives. Studies suggest that values and other social and psychological factors can be vital in determining consumers’ behaviour towards sustainable consumption. There needs to be more empirical research on consumer behaviour facets of sustainable consumption for markets in India.

Methodology: The study uses partial least square structural equation modelling to empirically test proposed hypotheses and the research model of the relationship. The study results are based on data collected by administering a survey through a questionnaire confined to India.

Findings: The results indicated that Gandhian values, attitude, and sustainable consumption intention significantly influence SCB. Intention acts as a mediator between both outward and inward environmental attitudes and behaviour. The study provides directions for further research.

Practical Implications: This research study is helpful for researchers, marketers, and policymakers.

Generation Z, including individuals born from the mid-1990s to the late 2000s, is said to be different from other generations before. Generation Z is said to be the generation of digital natives, with multiple identities; a worried and creative generation who value collaborative consumption; and a generation looking forward. The authors present here tentative observations of Generation Z in Asia using theoretical approaches and scientific backgrounds: the authors show how socialisation theory (parents and peer group) and technology (relationship with smartphones) offer meaningful perspectives to understand Generation Z behaviours in Asia. Finally, the authors ask some key questions about dealing with Generation Z in Asia in the field of smartphone use, consumer behaviour (shopping orientation), collaborative consumption (sharing), and work context.

Purpose – The purpose of this article is to investigate consumption discourses in contexts characterized by multiple cultures and intercultural contacts, as multicultural contacts and multiple migrations challenge existing consumer acculturation models based on a dualistic process of acculturation. This chapter explores empirically the character of cultural reflexivity and its expression in consumers’ discourses. Given that nostalgia is one prominent dimension of the migration conceptualization, we seek to understand how the role of nostalgia changes in contexts where consumers are decreasingly territorially embedded agents.

Methodology – The study rests on in-depth analysis of migrant narratives from two research phases. While the first phase encompasses in-depth interviews, the second one combines interviews and observations to provide a depiction of intercultural contact within the micro cosmos of a multicultural apartment.

Findings – The findings of this chapter illustrate how migrants develop different nostalgic discourses, to either (re-)appropriate the Expatriate as defined by James (1999), or to appropriate global consumptionscapes through nostalgia for the routine.

Research implications – On the basis of these findings, the article discusses cultural reflexivity in terms of naturalization and cultivation narratives (Wilk, 1999), proposing shifts between reflexive and routinized consumption practices as basis for consumers’ cultural reflexivity.

Originality/value of chapter – The contribution of this chapter is firstly a contextualized and empirically grounded definition of cultural reflexivity. Secondly, it demonstrates that migrants’ consumption discourses revolve more around disruptions of routines than around acculturation processes. Thirdly, the chapter illustrates the use of nostalgia for emotional valorization of cultures beyond classical home cultural authenticity discourses.

This paper delineates the proprietary contest developed around a highly valued prestige item: a silver roofed tankard owned by a Romanian, Gabor Roma man.

The author applies “methodological fetishism” (Appadurai, 1986, p. 5), the perspective of things-in-motion, as well as the biographic method to interpret data collected during 31.5 months of multi-sited anthropological fieldwork carried out in the Transylvanian Gabor and Cărhar Roma groups.

As the tankard in question crossed the borders of three Transylvanian Roma groups, and thus went through the processes of de- and re-contextualization three times, it is characterized by a transethnic/transcultural biography. This paper pays special attention to the agency associated with the tankard (the social and economic practices, processes and emotions it caused or influenced), the transformations concerning its symbolic properties, and its movement between various social contexts and value regimes. Furthermore, it examines how the analysis of these issues contributes to a deeper understanding of prestige relations and consumption, morality and business ethics, and measures of success in two Transylvanian Roma groups.

This paper reveals how subjects create, manipulate, and represent their identities, and social and economic differences through the construction of commodity biographies and ownership histories interpreted as symbolic pantheons. By combining the terms of Marcus (1995) and Fowles (2006), it argues that analyses based on multi-sited fieldwork focusing on commodities crossing cultural or social boundaries, and their transnational/transcultural biographies, should be defined as multi-sited commodity ethnographies.

The chapter investigates factors shaping convenience orientation in the 21st century as well as present-day barriers to the consumption of food and non-food convenience products.

A qualitative research approach with two kinds of data triangulation is used. Multiple key informants (marketing managers and consumers) allow a consideration from different angles and multiple methodologies (in-depth and focus group interviews) help to gain deeper insights into the topic.

Convenience orientation comprises dimensions that were previously not considered in marketing research. In addition to the known factors time and effort saving, consumers buy convenience products because of the flexibility they provide. Moreover, concerns for health, environment, and quality are important barriers that prevent consumers from buying and consuming convenience products.

Our results suggest that factors increasing and decreasing convenience consumption depend at least partly on the product category. Future research should integrate various other product groups to further explore domain-specific convenience orientation.

The conceptualization of convenience orientation offers important implications for new product development as well as for the design of the marketing mix. For instance, existing barriers could be overcome by improving transparency or meeting environmental concerns.

The chapter reveals the factors shaping the consumption of convenience products. The presented findings are important to academics researching convenience consumption and practitioners producing and distributing convenience products.

The overall goal of this chapter is to critique the purported business case for corporate social responsibility (CSR) and sustainability, which persists as a major contentious force in convincing companies to become more sustainable. Extant literature on sustainability, CSR and Socially Responsible Investments (SRIs) generally tends to focus on company perspectives decision-making and approaches. This chapter considers an alternative and under-developed perspective and examines CSR from a consumer/public perspective situated in a German context.

This chapter builds a comprehensive literature review and employs a research philosophical point of view underpinned by a social constructionist stance. It examines indicators and attitudes towards sustainability and sustainable consumption together with socially responsible investments and considers whether the buying patterns of German consumers may serve as a rationalisation for a potential business case for CSR and sustainability.

While the awareness of consumers of CSR in Germany towards sustainability tends to be generally relatively prima facie high, it is nevertheless noticeable that German consumers are predominately reluctant to pay a price premium for product possessing a superior sustainability performance. From the alternative lens of SRIs, rather than being a replete and widespread phenomenon, they are still largely a niche market. For these reasons, the potential for the existence of a business case for sustainability, CSR and SRIs tends in reality to be low, in spite of some populist or survey reports and perceptions.

The chapter links a consumer perspective with the business case for CSR. Moreover, it focuses on the German context which tends to be underrepresented in international research.