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

Abstract

The interaction of global and local consumer cultures, particularly in rapidly changing markets in Saudi Arabia's retail sector, is critical to understanding market sustainability. As countries become interconnected, it is critical to understand how global influences and local cultural differences affect consumer behaviour and market dynamics. This study aimed to understand market sustainability and local and global consumer cultural perspectives; also, explore underlying marketing theories and approaches applicable to market sustainability and consumer culture local and global approach; and analyze the influence of market sustainability on local and global consumer cultural perspectives for Saudi Arabia's retail sector;  finally provide recommendations to maximize market sustainability in terms of a thorough literature review was conducted, analyzing seminal and recent works, resulting in a table that compares the influencing factors from both local and global perspectives. Key findings emphasized the importance of consumer identity, biculturalism, and the impact of globalization on local consumer sovereignty. On a global scale, attitudes toward global consumer culture positioning, hybrid cultural influences, and regulatory focus were significant. Based on these findings, recommendations and policy implications were presented, focusing on aligning global influences with local cultural values and practices to ensure market sustainability. This study provides a unique perspective on the Saudi retail sector, rapidly changing due to global influences and evolving local cultural practices.