An examination of ethnic-based consumer ethnocentrism and consumer animosity

Abstract

PurposeThe purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia.Design/methodology/approachThe relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities.FindingsThe results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized.Research limitations/implicationsFuture research could study other ethnic groups of different countries using specific ethnic related products and/or brands.Originality/valueThis research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.