Comment on “Consumer cultural identity…”: global citizenship and reactance

Abstract

Purpose The purpose of this paper is to reflect on the review paper by Strizhakova and Coulter (“Consumer cultural identity: local and global cultural identities and measurement implications”) and offer several observations that extend the discussion into new territory. Design/methodology/approach A short essay. Findings The authors pinpoint a lack of research attention within the global consumer culture literature into a manifestation of global identity that can be termed “humanistic global identity.” Originality/value The paper contends that the reactance (conflict) Strizhakova and Coulter point to, which may occur between global and local identity and culture, is more likely in a culture and consumption domain than in a “shared-humanity” domain.