Global and Local Consumer Cultural Orientations and Consumer Perceived Value: Implications for Cultural and Economic Sustainability in Saudi Arabia

Sustainable retail development depends not only on environmental performance but also on whether markets remain economically viable and culturally meaningful to consumers. This study examines how global consumer cultural orientation (GCCO) and local consumer cultural orientation (LCCO) are associated with four dimensions of consumer perceived value in Saudi Arabia’s retail sector, and these associations are interpreted through the cultural and economic dimensions of sustainability. Drawing on consumer culture theory and the PERVAL framework, questionnaire data from 269 retail consumers were analysed using partial least squares structural equation modelling. GCCO was positively associated with quality and performance value (β = 0.443), emotional value (β = 0.419), and social value (β = 0.238) but not with value for money (β = 0.075, p = 0.414). LCCO was positively associated with all four dimensions, including value for money (β = 0.242). The findings indicate that local cultural relevance is associated with the full range of consumer perceived value, including economic value, which may support sustained demand for locally embedded retail offerings and the continuity of local consumption practices. Because global and local orientations were positively correlated rather than opposed, the results are consistent with a balanced, culturally sustainable model of retail development aligned with Saudi Vision 2030. However, causal interpretation is limited by the cross-sectional design of the study.