Content area
Full text
1. Introduction
The conventional wisdom of globalisation states that international trade helps countries to enhance their income-generating capacity, which becomes an essential prerequisite for achieving sustainable development (United Nations, 2015). Global citizenship (GC) provides an opportunity for sustainable development by allowing individuals to get involved in global civic engagement (Goodier et al., 2018). GC education becomes the main framework for the implementation of the fourth sustainable development goal by ensuring “inclusive and equitable quality education and lifelong learning for all” (UNESCO, 2015).Integrating sustainable development into the academic–community partnership is an ethical responsibility to promote global citizens (Upvall and Luzincourt, 2019).
The concept of GC argues that everyone on Earth needs to develop a worldwide network to vow the value to meet their specific condition as humans (Lianaki-Dedouli and Plouin, 2017). The activities of GC attempt to promote global awareness, cultural diversity, social justice and environmental sustainability (Reysen and Hackett, 2017). The private sector needs to support the initiative for the sustainable development goal through behavioural changes of individuals and organisations, which become a prerequisite for sustainable development (Dobson, 2007; Hahn, 2009). Hence, international business research calls for further discussion to develop the concept of both positive and negative dispositions towards globalisation (Bartsch, Piefler and Diamantopoulos, 2016).Previous studies still concern on GC in developed countries and call for further exploration in emerging countries (Scott and Cnaan, 2020).
The ethnocentric consumerism (EC) seems to become a counterpart of global consumer culture (GCC), which raises a series of paradoxes that spring from the crisis of neoliberal politics (Lekakis, 2015).Primary literature suggests that ethnocentric consumers support the protectionism and reject the globalisation by avoiding foreign products and service (Sharma et al., 1995; Okazaki et al., 2010; Feurer et al., 2016). On the contrary, some consumers face conflicting emotion whether to support the national economy by purchasing domestic products or discourage to buy the local products due to quality or price that does not meet their expectation (Siagmaka and Balabanis, 2015). Baruk (2019) argues that EC comes to various level, which one of them, hence, the empirical study is required to provide a solid foundation to understand the global consumer behaviour towards GC (Goodier et al., 2018).
The article aims to understand the nature of...