Cultural identities and foreign product purchases: The mediating role of universal- diverse orientation in globalization

This study examined the relationships between national identity, global identity, universal-diverse orientation (UDO), and reluctance to purchase foreign products among Chinese consumers. Drawing on social identity and acculturation theories, we hypothesized that UDO would mediate the effects of cultural identities on foreign product purchases. A cross-sectional survey was conducted with 1,237 university students in China. Structural equation modeling revealed that national identity positively predicted reluctance to purchase foreign products, while global identity negatively predicted it. UDO positively predicted reluctance to purchase foreign products and partially mediated the relationship between global identity and purchase reluctance. However, the indirect effect of national identity through UDO was not significant. These findings contribute to our understanding of consumer behavior in multicultural marketplaces by illuminating the complex interplay between cultural identities, intercultural attitudes, and consumer choices. The results have implications for international marketing strategies and efforts to foster positive intercultural consumer engagement in an increasingly globalized world. Future research should explore these dynamics longitudinally and across diverse cultural contexts.