The influence of consumer cosmopolitanism and ethnocentrism tendencies on the purchase and visit intentions towards a foreign country

Abstract

A successful integrated strategy across national borders helps companies to target potential consumers in the global market. The purpose of this paper is to understand the role of cosmopolitanism and ethnocentrism on consumers' preferences for domestic versus foreign products and their visiting intentions. A questionnaire assessing the influence of consumer cosmopolitanism and consumer ethnocentrism on the intention to buy domestic versus foreign products and intention to visit Portugal was issued to a sample of 386 international consumers. The findings reveal that cosmopolitan consumers show a higher predisposition to buy foreign products and visit the country. On the other hand, ethnocentrism seems to act as a barrier to visiting foreign countries.