Research Article
A Systematic Literature Review: Exploring the Dynamics of Global Consumer Culture (Insights from Eastern and Western Experts)
@INPROCEEDINGS{10.4108/eai.30-10-2024.2354761, author={Oos Kosasih and Benny Hutahayan and Kadarisman Hidayat and S. Sunarti}, title={A Systematic Literature Review: Exploring the Dynamics of Global Consumer Culture (Insights from Eastern and Western Experts)}, proceedings={Proceedings of the 3rd International Conference on Public Administration and Governance, ICOPAG 2024, 30 October 2024, Malang, Indonesia}, publisher={EAI}, proceedings_a={ICOPAG}, year={2025}, month={5}, keywords={systematic literature review global consumer culture marketing communication supply chain management}, doi={10.4108/eai.30-10-2024.2354761} }- Oos Kosasih
Benny Hutahayan
Kadarisman Hidayat
S. Sunarti
Year: 2025
A Systematic Literature Review: Exploring the Dynamics of Global Consumer Culture (Insights from Eastern and Western Experts)
ICOPAG
EAI
DOI: 10.4108/eai.30-10-2024.2354761
Abstract
This article comprehensively examines the development of the concept of global consumer culture, shedding light on its emergence driven by a range of factors, including global identity, global branding, global ethnic marketing, global marketing communication, and global supply chain management. Employing the Systematic Literature Review (SLR) methodology, the main objective of this study is to shape and improve international marketing strategies by delving into the intricacies of global consumer behavior. The analysis reveals that the 35 related articles collectively provide a comprehensive perspective on global consumer culture. These articles show the interaction between attributes and ideas contributed by researchers from various corners of the world. As a result, it underscores the imperative need for businesses to prioritize formulating effective international marketing strategies and marketing products to resonate with the global consumer mindset. This becomes a pivotal asset in gaining a competitive edge in the global market landscape.
