Abstract
With the growth of international business and travel, Vietnamese consumers are increasingly confronted with foreign products and services especially children's foods. However, some negative attitudes towards foreign products can arise from several factors such as historic or ongoing political, military, economic, or diplomatic events. Thus, both consumer ethnocentrism and consumer animosity have become important constructs in marketing. The purpose of this study is to investigate whether consumer ethnocentrism and consumer animosity affect Willingness to buy towards Chinese Children's foods and whether this impact is mediated by products judgments. Structural equation modeling was used to analyze the data collected from 846 personal interviews carried out in three Vietnamese cities (Hanoi, Danang, and Ho Chi Minh). The findings of the research indicate that consumer ethnocentrism increases consumer animosity. The present study also denotes that both consumer ethnocentrism and animosity have a negative impact on Willingness to buy toward Chinese children's foods. Product judgments may not be an important mediating factor between consumers' animosity - Willingness to buy and between consumer ethnocentrism - Willingness to buy toward Chinese Children's foods.
Highlights
The globalization and liberalization in trading enable goods spread and become available around the world market
Exploratory factor analysis was conducted to ensure the unidimensionality of the latent variable measurements, principal factor analysis which resulted in the identification of factors
One of our findings provides additional support to the argument that companies from specific countries that try to expand in formerly “enemy “countries need to take into consideration the ethnocentric feelings, but, in addition, the level of consumer animosity that may be prevailing toward products originating in countries perceived by local consumers as “enemy” countries
Summary
The globalization and liberalization in trading enable goods spread and become available around the world market. Consumer always has to make decision on choosing between domestic products or foreign products. Companies have to take great effort to assist customer make their purchase decision on their products. Governments try to encourage people over the world to buy products made in their countries. It is important to know the customer’s willingness to buy is influenced by what and how. With the subject “The Effects of Consumer Ethnocentrism and Consumer Animosity on the Willingness to buy with The Mediating Role of Products Judgments: Children’s foods case”, this research aims to answer the question “how Vietnamese customer’s willingness to buy is effected by their ethnocentrism and animosity”
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