Empirically examines the managerial perception of consumerism with reference to the very different macro environments of two countries – Australia and Bangladesh. Consumerism is defined as a social movement seeking to augment the rights and powers of buyers in relation to sellers. The attitudes of a sample of CEOs towards various aspects of consumerism are analyzed. The results of ANOVA indicate that there are statistically significant differences between the two groups of managers in terms of their commitment to consumerism on such issues as government regulation, advertising to children, the role of consumer organization and industry self-regulation. Interestingly, Bangladeshi managers perceived most of the consumerism issues at a higher level than their Australian counterparts. There are interesting interpretations and implications of these findings for firms operating at the international level. These are explored here. Also explores the potential of future research in this area.
European Journal of Marketing Vol. 36, Issue 1/2, p. 36-50