The Role of Language, Cultural Norms, and Sensitivity In Shaping Online ‎FMCG PurchaseIntentionsin The GCC

  • Authors

    • Dr. Fawaz Mohammed A. Alshihre Al-Wajh College,‎ University of Tabuk,‎ Tabuk, Saudi Arabia
    https://doi.org/10.14419/07pse325

    Received date: September 12, 2025

    Accepted date: October 15, 2025

    Published date: January 23, 2026

  • Online Purchase Intention; Cultural Communication; Language; GCC Consumers; E-Commerce; ‎FMCG Behavior

  • Abstract

    The rapid proliferation of digital commerce across the Gulf Cooperation Council (GCC) countries ‎has transformed consumer purchasing behaviors, particularly within the fast-moving consumer ‎goods (FMCG) sector. This study examines the impact of cultural dynamics—specifically, ‎language and communication, cultural norms, and cultural sensitivity—on online FMCG purchase ‎intentions in Saudi Arabia, the United Arab Emirates, and Qatar. Employing a quantitative ‎approach, the research collected data from 520 participants through a structured survey. ‎Statistical analysis revealed that language and communication significantly influence online ‎purchase intentions (β = 0.467, p < 0.001), whereas cultural norms (β = 0.090, p = 0.141) and ‎cultural sensitivity (β = 0.052, p = 0.244) did not. These findings underscore the importance of ‎linguistic accessibility and culturally attuned communication in shaping consumer behavior in ‎digital markets, while also suggesting a nuanced or diminishing role for broader cultural values in ‎online transactional contexts within the GCC. The study's implications are particularly relevant ‎for marketers seeking to refine culturally adaptive strategies in increasingly digital economies.

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  • How to Cite

    Alshihre, D. F. M. A. . (2026). The Role of Language, Cultural Norms, and Sensitivity In Shaping Online ‎FMCG PurchaseIntentionsin The GCC. International Journal of Accounting and Economics Studies, 13(1), 362-370. https://doi.org/10.14419/07pse325