Relationship between Cultural Anthropology and Cultural Contexts of Consumer Behavior: A Conceptual Model

Abstract

This paper assesses whether there is an appropriate relationship between the cultural context of consumer behavior and cultural anthropology. While these two fields are not seen as identical, they are often related to similar constructs such as attitudes, behavior, beliefs, cultural influence, and the influence of reference groups. People of the same culture behaving in an organized way. To be very specific, cultural anthropology is mixed up with the cultural context of consumer behavior to some extent. Cultural anthropology and consumer behavior are conceptualized as problems to be understood at varying levels of complexity, from individuals acting alone to large groups of people. Surveys of 235 people were conducted, who are also members of a model organization. This study finds out how the two areas of cultural anthropology are related to consumer behavior’s cultural aspect. Toward this end, this paper illustrates ways in which the perspective of cultural anthropology can be applied to cultural issues of consumer behavior. A relational model was also proposed.