Market Sustainability towards Global and Local Consumer Culture – Perspective of Retail Sector in Saudi Arabia: A Systematic Literature Review

Abstract

The interplay between global and local consumer cultures, especially in fast-changing markets like Saudi Arabia's retail sector, is pivotal in understanding market sustainability. As nations become increasingly interconnected, it is crucial to recognize how global influences and local cultural nuances affect consumer behavior and market dynamics. This study aimed to (1) understand market sustainability and local and global consumer cultural perspectives; (2) explore underlying marketing theories and approaches applicable to market sustainability and consumer culture (local and global approach); (3) analyse the influence of market sustainability on local and global consumer cultural perspectives for the retail sector of Saudi Arabia; and (4) To provide recommendations to maximize market sustainability in terms of enabling positive global and local consumer culture as a way to gain consumer sovereignty. A comprehensive literature review was undertaken, analysing seminal and recent works, culminating in a table juxtaposing the influencing factors from local and global perspectives. Based on this synthesis, findings were drawn, and recommendations and policy implications for the Saudi retail sector were proposed. Key findings highlighted the role of consumer identity, biculturalism, and the effects of globalization on local consumer sovereignty. On the global front, attitudes toward global consumer culture positioning, hybrid cultural influences, and regulatory focus were significant. Based on these, recommendations and policy implications were presented, focusing on harmonizing global influences with local cultural values and practices to ensure market sustainability. This study offers a unique lens into the Saudi retail sector, a market experiencing rapid transformation due to global influences and evolving local cultural practices. Bridging the two perspectives paves the way for a balanced approach, ensuring that market strategies resonate with consumers while upholding market sustainability.