Antecedents of Attitude toward Globalization from a Cultural Perspective

The Korean and the American consumers's attitude toward globalization were compared in the context of cultural values. This study exclusively investigated the effect of traditional versus non-traditional values and the mediating role of fashion involvement. The study sample consists of American and Korean female college students. It was affirmed that long supported categorization of individualism for Western culture and collectivism for Asian or Eastern culture does not seem to characterize the postmodern generation. No major differences between Korea and the U. S. were found in the empirical study except that Americans showed higher levels of cultural values and Koreans associate fashion involvement with global-mindedness more strongly. The impact of cultural values was similar across cultures but the mediating role of fashion involvement was dissimilar depending on the cultural backgrounds of respondents.