Abstract
Globally, xenocentrism has emerged as a significant concept to understand consumer behavior regarding local and foreign products. In this context and based on a sample of Colombian customers, this investigation aims to analyze both the direct and indirect effects of xenocentrism on the consumer purchase intentions of imported products through product attitudes and perceived product quality. Xenocentrism was measured using the XSCALE, and the research model was analyzed with partial least squares structural equation modeling. The result indicates that xenocentrism has a positive direct effect on purchase intentions, perceived product quality, and product attitudes. The analysis also shows that product attitudes will partially mediate the effect between xenocentrism and purchase intentions. In light of these findings, xenocentrism in Latin America arises as a solid construction to explain consumer behavior, mainly when individuals’ beliefs generate a positive appreciation of the purchase of imported products that compete in local markets. Moreover, these results permit designing sustainable marketing strategies that are more suited to the xenocentrism of Latin American consumers.
Highlights
The study of global consumer behaviors is a challenging area
The results partially support the model developed to conduct this study and allow theoretical and practical implications for future studies related to consumer behavior, and for the role of xenocentrism on consumer inclinations
We have provided empirical evidence that the XSCALE can explain perceptions and attitudes related to the way of assessing and interpreting quality in domestic and foreign products
Summary
The study of global consumer behaviors is a challenging area. On the one hand, globalization has led to an improvement in the trade of services and goods beyond national borders. Notwithstanding the above factors, there is growing globalization in many product sectors, but it seems that in other categories, the effects of globalization are null Given this fact, research focused on the development of perceptions toward the purchase of domestic and foreign items is a relevant issue [7], and scholars have shown interest in the subject [1]. Research focused on the development of perceptions toward the purchase of domestic and foreign items is a relevant issue [7], and scholars have shown interest in the subject [1] In this line of work, several studies on the preference for domestic products indicate that internal bias can play a decisive role in purchasing behavior [8]. The following section presents the data analysis and the results, which leads to the discussion and conclusion set out in the final section
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