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

Author

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  • Galina Timokhina

    (Associate Professor, Ural State University of Economics,Yekaterinburg, Russia)

  • Urkmez Taylan

    (Assistant Professor, Solbridge International School of Business,Daejeon, Korea)

  • Ralf Wagner

    (Professor, Chair of International Direct Marketing, University of Kassel,Kassel, Germany)

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.

Suggested Citation

  • Galina Timokhina & Urkmez Taylan & Ralf Wagner, 2018. "Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies," South East European Journal of Economics and Business, Sciendo, vol. 13(2), pages 49-71, December.
    • Handle: RePEc:vrs:seejeb:v:13:y:2018:i:2:p:49-71:n:5
    DOI: 10.2478/jeb-2018-0012
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    References listed on IDEAS

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    Cited by:

    1. Farhad Aliyev & Taylan Urkmez & Ralf Wagner, 2019. "A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis," Management Review Quarterly, Springer, vol. 69(3), pages 233-264, September.
    2. Nguyen Ngoc Thi Hong & Rudawska Edyta, 2022. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 112-135, September.
    3. Kausar-Nasreen Khattak & Zohaib Hassan & Syed Shehryar Ali Naqvi & Muhammad Abbas Khan & Faiza Qayyum & Inam Ullah, 2024. "A Conceptual Framework Based on PLS-SEM Approach for Sustainable Customer Relationship Management in Enterprise Software Development: Insights from Developers," Sustainability, MDPI, vol. 16(6), pages 1-31, March.
    4. G.S. Timokhina & A.A. Stukalova & Grineva O.O. & Niyazieva S., 2020. "Designing a cross-cultural study of the economic behavior of consumers of different generations in the problematic field of sustainable development," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 1, 20.

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