Figure 4
The framework shows a large rectangular framework divided into three main vertical sections labeled from left to right as Antecedents, Decisions, and Outcomes. The Antecedents section contains a large vertical dashed rectangle that includes the following text: 1. Psychological drivers for example, perceived risk or fear of uncertainty, perceived threat to freedom, decision fatigue, status quo bias, cognitive dissonance, lack of control, emotional decision making. 2. Cultural and social identity-based drivers for example, global-local identity, ethnocentrism, nationalism, cultural alienation, animosity, subcultural and generational identity, ideological currents, social constraints, multiplicity of overlapping cultural groupings. 3. Economic and market-based drivers for example, market monopoly, over-commercialization, behavioral pricing or dynamic adjustments or perceived overpricing and exploitation, economic inequality awareness, subscription and access-based consumption, perceived dissonance and opposition to market forces. 4. Ethical and environmental drivers for example, ethical and sustainability concerns, C S R scepticism, circular or regenerative economy mis-implementation, human or animal or political rights. 5. Technological and digital resistance drivers for example, data privacy and surveillance concerns, A I-powered personalization, automation and job displacement, metaverse and digital consumerism detox movements, I o T-driven purchasing and smart commerce scepticism. 6. Consumer empowerment and alternative lifestyle for example, voluntary simplicity or minimalism, crypto-economy and decentralized finance, collaborative consumption and sharing economy, D I Y or self-sufficiency. A rightward arrow emerges from Antecedents and points to the second section labeled Decisions, which contains three vertically arranged text boxes labeled from top to bottom as the text box at the top is labeled Rational Evaluation on the left and Emotional Evaluation on the right. A downward arrow emerges from this text box and points to another text box below labeled Motivational State of Resistance. A downward arrow emerges from Motivational State of Resistance and points to the third text box labeled Manifestations of C R that includes the following text: 1. Dimensions of consumer responses to G C C for example, marginalization, separation, (assimilation, integration). 2. Ethical or environmental or market-based C R for example, negative W O M, buycotts, boycotts, exit. 3. Cultural C R for example, counter-cultural lifestyles, reclaiming local identities, culture jamming. 4. Digital and social C R for example, hashtag movements and viral campaigns, cancel culture and online activism. 5. Legal and institutional C R for example, lobbying, consumer advocacy. 6. Economic C R for example, alternative modes of exchange, frugality. 7. Political and ideological C R for example, geopolitical conflicts leading to boycotts, protests, activism. 8. Avoidance. A rightward arrow emerges from Decisions and points to the third section labeled Outcomes. The Outcomes section contains three vertically arranged text boxes labeled from top to bottom as the first text box at the top is labeled Adoption Outcomes and includes text for example, hybrid consumption, digital commerce, brand loyalty. The second text box below is labeled Modification Outcomes and includes text for example, customization, hybrid cultural influence. The third text box at the bottom is labeled Resistance Outcomes and contains subcategories: 1. Individual consumer outcomes for example, assertion of identity, increased agency and control, personal transformation, social consequences, consumer empowerment, rise of ethical and political consumerism, materialism, attitude towards brand or firm or globalisation. 2. Brand outcomes for example, negative impact on brand equity, brand greenwashing, new brand identity development. 3. Firm outcomes for example, need for strategic adaptation, financial losses, restructuring of supply chains, product and service redesign, consumer distrust. 4. Marketing or market practices for example, market learning, potential for co-optation, market regulation, influence on ethical and sustainable consumption, market fragmentation, industry regulations and policy changes. 5. G C C outcomes for example, development of alternative markets, challenging dominant ideologies, cultural tensions, cultural hybridization or creolization, market and cultural shifts, changing social norms. A feedback loop is shown below connecting the Outcomes section back to the Antecedents section, labeled Feedback Loop to New Antecedents or Drivers with additional text below reading corporate or marketing adaptation, evolving consumer movements, policy and regulation changes, cultural reinterpretation and evolution.Conceptual framework of consumer resistance (CR) in global consumer culture (GCC). Source: Authors’ own work