Consumers' Local-Global Identity: Measurement

This research develops and validates a scale to measure consumers' local-global identity, or the degree to which they identify as local versus global citizens. In three studies, we show that this scale has sound psychometric properties as evidenced by a stable factor structure and satisfactory test-retest reliabilities. The results also show that the local-global identity construct is different from consumer ethnocentrism and chronic self-construal, and can be further used to predict consumers' preferences for local or global products. Local-global identity provides a theoretical framework for reconciling contrasting findings about the preference for local or global products in globalized economies.