Abstract:

In this research we tried to identify changes affecting consumer cultural identity. In fact, cultural changes and cultural identity shifting became more and more possible with the globalization phenomenon especially with the development of the acculturation insitu. So we developed in this paper a conceptual model that we tested with a sample of Tunisian students. The results of our research are interesting notably for exporting firms who desire to have a more precise idea on local consumer's cultural identity  components and identifications in presence of global acculturation tendencies. This would help exporting firms to develop more effective exporting strategies.