Individualism/collectivism and perceived consumer effectiveness: The moderating role of global–local identities in a post‐transitional European economy

What explains why some consumers believe their individual consumption choices impact the natural environment, social issues, and employee well-being and others do not? This study examines the moderating role of global and local social identities on the relations between cultural values of vertical and horizontal individualism and collectivism, and perceived consumer effectiveness. Data were collected from 432 respondents in Poland. Individuals who report high values of vertical individualism and high vertical collectivism believe their individual purchase decisions impact the natural environment, social and community issues, and employee welfare. It is the acceptance of responsibility for oneself (vertical individualism) and others (vertical collectivism) that explains why some people believe their consumption choices affect wider societal and environmental issues. Global identity strengthens this for vertical individualists, and local identity strengthens this for vertical collectivists. We provide evidence that the conceptual distinction between horizontal and vertical orientations of individualism and collectivism matters when explaining perceived consumer effectiveness. The study confirms that global and local social identities are meaningful variables in the context of perceived consumer effectiveness. The concept of value congruence explains the hypothesised relations only partially. The study contributes to the literature on consumer behaviour in the context of the post-transitional economy of Poland.

This is the peer reviewed version of the following article: Individualism/collectivism and perceived consumer effectiveness: the moderating role of global-local identities in a post-transitional European economy, which has been published in final form at https://onlinelibrary.wiley.com/journal/14791838. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.