Antecedents of Global Attitude: A Perspective from Sweden

Document Type



Published by Taylor&Francis Ltd. in the Journal of Global Marketing, volume 20 issue 2/3, 2007. Bryant users may access this article here.

Publication Source

Journal of Global Marketing


The term "globalization" has recently been used to explain multiple world trends. Such trends include worldwide accessibility to the same products, access to the same resources around the globe, world travel, communication, convergence of lifestyles, development of "world culture," and worldwide fascination with environmental issues. This paper explores the population's attitude towards globalization (global attitude) and investigates antecedents that affect the level of global attitude. The antecedents examined are population's current satisfaction, opinion of governance, and future expectations. Results from structural equation modeling show that current satisfaction with life and opinion of governance have a positive and significant influence on development of global attitude.