The influence of consumer ethnocentrism and cosmopolitanism on purchase intentions of Chinese pre-made dishes

Abstract

With the flourishing development of domestic and international market potential for pre-made dishes (PMDs), an increasing number of PMD enterprises are redirecting their focus towards foreign markets, particularly within the Regional Comprehensive Economic Partnership (RCEP) member countries. This study aims to analyze the intentions of overseas Chinese consumers to consume Chinese PMDs by employing structural equation modeling (SEM) within the framework of the theory of planned behavior, utilizing a sample of 594 overseas Chinese people residing in RCEP member countries. The findings reveal that home ethnocentrism and cosmopolitanism positively influence their purchase intentions, whereas host ethnocentrism exerts a negative influence. Subjective norms, attitude, and perceived behavioral control mediated these relationships, with food quality moderating the mediating pathways. These insights contribute to a deeper understanding of purchase intentions and their underlying mechanisms within overseas Chinese people, providing valuable guidance for Chinese PMD enterprises regarding their strategic expansion into international markets. Furthermore, this study offers important insights for enterprises from other countries engaged in food export, facilitating their penetration into global markets.