Using global design elements over traditional elements: Measuring acculturation of global consumer culture influence on Jordanian design students

Abstract

This study is an investigation of how the level of acculturation of global consumer culture (GCC) among architecture and interior design students and professionals affects their beliefs for using global architectural elements over Jordanian traditional elements. A questionnaire used and modified different existing scales to measure the variables of this study. The results suggest that the more a designer acculturated to GCC the less they are going to use traditional architectural elements. If this attitude toward local and traditional architecture keeps fluctuating will lead to a loss in the local identity.