Global convergence of consumer spending: Conceptualization and propositions

•We provide a comprehensive conceptual framework on the global convergence of consumer spending.•Drawing from the convergence-divergence-crossvergence (CDC) framework and the coevolution theory, we propose antecedents, moderators, and consequences of convergence of consumer spending across countries.•We address the de-globalization discussions by explaining the convergence phenomenon through the pendulum view of globalization and coevolutionary mechanisms among consumers across borders.•Considering the convergence trend and its implications provides companies with guidance for market entry and expansion decisions.•The proposed conceptual framework offers refinements to the convergence phenomenon and leads the way for further development of new theories and empirical studies in the international marketing domain.