Local brand preference under global mobility: identity-related orientations and social categorization effects

Purpose This study aims to examine when favorable attitudes toward local food translate into preference for host-country food brands in globally mobile consumption. Drawing on the attitude–behavior gap framework, it investigates how identity-related self-views (multiculturalism and globalism) and social categorization tendencies (in-group support and perceived out-group rejection) condition the relationship between local food attitudes and host-country food brand preference. Design/methodology/approach This study uses a survey-based design using data collected from digital nomads residing in Bali, Thailand and Mexico. Moderation analyses are conducted to examine how identity-related orientations and social categorization processes shape the consistency of relationship between attitudes toward local food and preference for host-country food brands. Findings The results show that multicultural self-views strengthen the positive relationship between attitudes toward local food and host-country brand preference, whereas globalist self-views weaken this relationship. Moreover, social categorization tendencies further condition these effects: perceived in-group support amplifies the negative moderating role of globalism, while perceived out-group rejection attenuates the positive effect of multiculturalism. Practical implications The findings offer insights for local brand managers operating in markets characterized by transient and globally mobile consumers. Understanding how identity-related orientations and social environments shape brand preference can help firms design branding strategies that facilitate the translation of positive product evaluations into sustained preference among mobile consumer segments. Originality/value This research advances product and brand management literature by extending the attitude–behavior gap framework to brand preference formation under global mobility. By conceptualizing identity-related orientations and social categorization as boundary conditions, the study demonstrates when favorable evaluations of local products are enacted as brand preference beyond domestic markets.