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Global Consumerism and Consumption

Part 6. International Marketing

  1. Russell Belk

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06002

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Belk, R. 2010. Global Consumerism and Consumption. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. York University, Toronto, Ontario, Canada

Publication History

  1. Published Online: 15 DEC 2010


It is a commonplace observation that contemporary consumption has globalized on an unprecedented scale, and, along with it, the rampant desire to participate in the global indulgence labeled consumerism or consumer culture. Theories about the global spread of consumerism have gone through a number of phases and have included concepts like cultural imperialism, globalization, nationalism, and hybridity. This short article attempts to sort out these debates as well as consider the consequences of such global consumption, especially for rapidly expanding consumer cultures like China.


  • globalism;
  • globalization;
  • consumerism;
  • consumption;
  • consumer culture;
  • glocalization;
  • nationalism;
  • hybridity