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Keywords: Local–global identity
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Journal Articles
Why consumers support local: moral foundations theory and identity perspective
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (1): 15–26.
Published: 05 October 2022
... gap, this study aims to develop and test the theoretical model for local consumption decisions by integrating moral foundations theory and local–global identity literature. Design/methodology/approach An online survey of US adult consumers (n = 362) was conducted to test the theoretical...
