The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe

Charity Muchandiona,Nicholas Z Kakava,Charles Makanyeza,Morteza Akbari

doi:10.1080/23311975.2021.1963167

Charity Muchandiona, Nicholas Z Kakava + Show 2 more

Open Access

https://doi.org/10.1080/23311975.2021.1963167

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Abstract

The study investigated the effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe. Using a cross-sectional survey of 505 consumers, independent-samples ...

Highlights

Globalisation has intensified the movement of various grocery products across national bound aries
The study sought to determine the effect of consumer demographics on consumer ethnocentrism; to establish the effect of consumer ethnocentrism on consumer attitude towards imported grocery products; to determine the effect of consumer attitude on consumer intention to buy imported grocery products; to determine the effect of consumer ethnocentrism on consumer intention towards imported grocery products; and to determine the effect of consumer intention on actual purchase behaviour towards imported grocery products
The study found that consumer ethnocentrism is higher in women than male consumers, younger consumers are less ethnocentric as compared to older consumers and higher educated consumers tend to be less ethno centric than the less educated consumers

Summary

Introduction

Globalisation has intensified the movement of various grocery products across national bound aries. Increased globalisation has resulted in intense competitive pressure in the retail sector the world over (Das Nair, 2018). Nickanor et al (2020) posit that African markets are increasingly opening up for foreign grocery products in a bid to meet the increasing demands of their growing populations. The need to survive in this intense competitive atmosphere has motivated firms to increase their attention towards understanding consumer behaviour, paying special attention to consumer ethnocentrism (Casado-Aranda et al, 2020; Vuong and Giao 2020; Zeren et al 2020). Balabanis and Siamagka (2017) posit that consumer ethnocentrism resembles a biased preference for local products at the expense of foreign alternatives Consumer ethnocentrism refers to the beliefs held by consumers on whether it is appropriate or not to buy foreign-made products (Akbarov, 2021; Das & Mukherjee, 2019; Karoui & Khemakhem, 2019; Shimp & Sharma, 1987). Balabanis and Siamagka (2017) posit that consumer ethnocentrism resembles a biased preference for local products at the expense of foreign alternatives

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