Influence of cultural divergence on consumers' perception towards reconstructed products: A qualitative enquiry

Abstract

The purpose of this study is to understand whether consumers from different cultures have varied perception towards reconstructed products. Cultural divergence concept provides the theoretical support for the study. Data are collected from consumers of two culturally diverse societies (India and the United States). We use grounded theory for interview and data analysis. From the data, 23 open codes and 8 axial codes for Indian consumers and 28 open codes and 8 axial codes for the American consumers are generated. The key finding of our study suggests that culture plays a decisive role in shaping consumers' perception towards reconstructed products. The other findings of our study indicate that consumers of both societies are influenced by other factors that include product‐ or process‐related factors, brand‐ or store‐related factors, and individual factors. We discuss policy level, firm level, and nonprofit or charity level implications. Finally, limitation and scope for future research are outlined.