Acculturation to Global Consumer Culture (AGCC): testing the validity of the AGCC scale and some preliminary results from the United Kingdom

Abstract

This paper presents preliminary results from a study focused on acculturation to Global Consumer Culture (GCC) conducted in the UK. In particular, this paper’s aims are to test the validity of the original ‘Acculturation to Global Consumer Culture’ (AGCC) scale in a new cultural context, and to present preliminary results about the relation between acculturation to GCC and demographic factors, technological anxiety, and compulsive buying. This paper is based on online questionnaire completed by 340 respondents in the UK. The psychometric properties of this scale were verified via confirmatory factor analysis, and a new, shorter scale was proposed. Some results about the links between acculturation to GCC and demographics, technological anxiety, and compulsive buying were presented and discussed within the context of extant GCC research. Limitations and further research were discussed. Key words: consumer culture, global consumer culture, acculturation to global consumer culture