Attitude toward cultural diversity: A test of identity-related antecedents and purchasing consequences

The purpose of the present study is to investigate how consumers' national and global identities relate to a reluctance to purchase foreign products, in favor of domestic alternatives. The authors assume that consumers' universal–diverse orientation (UDO), a three-dimensional conceptualization of attitude toward cultural diversity, functions as a mediator variable in these relationships. The results show that reluctance to purchase foreign products, as mediated by the three UDO dimensions, increases with national identity but does not decrease with global identity. The three UDO dimensions account for this asymmetry and can effectively explain the underlying psychological processes. The theoretically predicted relationships hold across four global consumer segments, suggesting that UDO functions as a robust predictor of behavior.