Vol. 14 No. 1 (2026)
March 2026

Articles

Young consumers in cultural context: A cross-national study of Hofstede’s value dimensions

Published 2026-03-23

  • Małgorzata Bartosik-Purgat
    • ,
  • Wiktoria Rakowska
    • ,
  • Tomasz Grzegorczyk

Małgorzata Bartosik-Purgat
Poznań University of Economics and Business

Wiktoria Rakowska
Poznań University of Economics and Business

Tomasz Grzegorczyk
Poznań University of Economics and Business

Abstract

Objective: The study aims to evaluate the internal validity of a scale measuring cultural traits in relation to Hofstede’s framework and to identify the individual cultural characteristics of young people across three countries: Poland, South Korea, and the United States.

Research Design & Methods: We conducted the research using the computer-assisted web interview (CAWI) method. Young participants from three culturally diverse nations received a web-based questionnaire, designed in accordance with Hofstede’s model and enriched with elements from other cultural measurement studies.

Findings: The results confirmed that one can measure Hofstede’s dimensions as distinct, multidimensional constructs, with MA and IVR demonstrating strong cross-cultural validity. However, the weaker performance of IDV and UAI highlights semantic and contextual differences across societies, underlining the need for cultural adaptation of tools. The study also revealed that young cohorts often deviate from national cultural averages, reflecting their faster adoption of global trends, technology, and new media.

Implications & Recommendations: Theoretically, the study supports Hofstede’s framework while pointing to the need for flexible, culturally inclusive, and dynamically validated scales. Practically, it demonstrates that youth-specific and locally tested strategies are essential in international marketing and management. Future research should extend cross-cultural validation to more countries, refine weaker items, and explore hybrid etic-emic models.

Contribution & Value Added: The article contributes to cultural research by empirically testing Hofstede’s framework at the individual level, addressing generational differences, and offering methodological insights into the cross-cultural validation of measurement tools. It also provides practical recommendations for tailoring strategies to younger consumer segments across markets.

Keywords

national culture, Hofstede’s dimensions, cultural traits, young consumers, cross-cultural validation, CFA, Poland, South Korea, the United States of America

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Author Biography

Małgorzata Bartosik-Purgat

Professor, Head of the Department of International Management, Poznań University of Economics and Business, Poland. Her research interests include new technologies in consumer behaviour, cross-cultural communication, and the cultural environment of international business.

Wiktoria Rakowska

PhD Candidate in the Department of International Management at Poznań University of Economics and Business, Poland. Her research delves into understanding how consumers behave within the sharing economy and explores the variations in consumer behaviour influenced by cultural differences.

Tomasz Grzegorczyk

Assistant Professor, Department of International Management, Poznań University of Economics and Business, Poland. His research interests include new technologies in consumer behaviour – especially artificial intelligence and augmented reality – and future studies.

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