Consumer behavior: cross-cultural dimensions

Cross-cultural dimensions in consumer behavior refer to the cultural aspects that influence consumers’ buying behaviors, which are measured in a comparative way relative to consumers belonging to other cultures. The American Marketing Association (AMA) defines consumer behavior as “the study of how customers, both individual and organizations, satisfy their needs and wants by choosing, purchasing, using and disposing of goods, ideas and services” (AMA, 2023, para. 1), whilst culture is defined by Hofstede (2001, p. 9) as “the collective programming of the mind that distinguishes the members of one group or category of people from another.”