Examining the variation in willingness to buy from offending product’s origin among fellow nationals

Abstract

PurposeThis paper aims to examine the variation in Arab/Muslim consumers’ willingness to buy (WTB) from product’s origins (POs) involved in the Arab/Muslim-Israeli animosity case despite their common nationality and religious affiliation.Design/methodology/approachQualitative research methodology is used. A total of 30 Arab and Muslim individuals were interviewed, and web documents were analysed. A grounded theory approach is adopted to analyse the data collected.FindingsThe results reveal that the variation in WTB from offending PO among Arab/Muslim consumers is influenced by the intensity of animosity (IOA) as perceived by the individual consumer towards the PO. IOA is a variable affected by the antagonistic emotional impact which is evoked by the egregiousness of the PO’s actions (PO involvement) and consumer connection with the political issue (consumer involvement) and is moderated by the time of the PO’s egregious actions.Practical implicationsPolitically favourable POs in the Arab/Muslim world need to target consumers who perceive greater connection with the political issue, whereas politically unfavourable POs need to target consumers who perceive weaker connection with the political conflict, in addition to distancing themselves from it.Originality valueThis is an original attempt to gain insight into the different levels of willingness of fellow nationals to buy a product from an offending nation in the context of Arab/Muslim-Israeli animosity which is explained through the IOA model of foreign product purchase.