Bridging culture and consumer value: towards an integrative framework

Abstract

Globalisation of business offers a compelling reason for understanding the effects of culture on consumer behaviour. This paper aims to provide a theory-driven conceptual framework by incorporating both 'culture' and 'consumer value'. First, the concepts of 'cultural value' and 'consumer value' are untangled and, then, by relying on a means-end perspective their possible relationships are theorised. At the end, the implications of culture for consumer values are discussed and a testable agenda for future empirical research is presented.