What is it about?
Consumer culture theory views consumption as a cultural phenomenon. Unique of its kind this study measured the impact of globalization linked cultural phenomenon i.e., cosmopolitanism, materialism and ethnocentrism impact on consumption behavior for aboriginal Tripuri tribes from India.
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Why is it important?
It identifies the impact of globalisation linked cultural dispositions on consumption behaviour.
Perspectives
Globalization and other technological advancements are effecting consumption behavior across consumer group how ever no study tried to explore this for tribe consumers. This study is an attempt in this regard to explore the impact of these culture related psychological contracts on consumption for aboriginal Tripuri tribes.
Dr. Manish Das
Tripura University
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This page is a summary of: Cosmopolitanism, Materialism, Consumer Ethnocentrism and Consumer Behaviour: Evidence from Aboriginal Tripuri Tribe of India, IIM Kozhikode Society & Management Review, January 2019, SAGE Publications,
DOI: 10.1177/2277975218809207.
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