Development of a Cross-Cultural Instrument to Measure the Attitudes of Consumers and Business People toward Consumerism

Measurement of attitudes toward and evaluation of U.S. efforts in consumerism have been receiving increased attention. Most evaluation has focused on intracultural measures. An alternative would be an intercultural comparison; however, differing perceptions of individuals have traditionally made it difficult to validate cross-cultural attitudinal instruments. In this study, separate factor analyses assured that perceptual clusters formed by samples from different cultures were similar. A validated, reliable instrument is presented for comparing U.S. and Swedish respondents with respect to relevant consumerism issues.