What is an antiglobal consumer?

A large-scale study with consumers in 41 countries identified the characteristics people associate with global brands, and it also measured the relative importance of those dimensions when consumers buy products. The researchers grouped consumers who evaluate global brands in the same way. They identified four major segments.
Antiglobals are the thirteen percent of consumers who are skeptical that transnational companies deliver higher-quality goods. They dislike brands that preach American values, and they don't trust global companies to behave responsibly. They try to avoid doing business with transnational firms.