Towards adopting a global perspective in the field of consumer studies

Abstract Using economic principles to explain the nuances of consumer decisions with global implications does not adequately capture the reality of modern consumption. Embracing a global perspective would enable consumer studies professionals to compensate for this shortcoming as it consists ‘of the information, attitudes, awareness, and skills which taken together, can help individuals understand the world, how they affect others, and how others affect them’ (p.19).¹ As this paper explains the essence of a global perspective, it reinterprets a collection of economic principles towards global sensitivity. Six ideas are suggested to facilitate a dialogue among consumer studies professionals about practising from a global perspective.