The role of animosity, religiosity and ethnocentrism on consumer purchase intention: A study in Malaysia toward European brands

Abstract

This empirical study tries to identify the effects of ethnocentrism, religiosity, animosity and product image on consumer’s intention to buy European products in the Malaysian context. In this study, product image is divided into low involvement and high involvement products. To test the main objective of the study, a survey was conducted among 500 local consumers (three ethnic groups) in Malaysia. The findings show a significant and negative relationship between ethnocentrism, religiosity and animosity on Malaysian consumer’s intention to buy European products. Ethnocentrism is found as the most important determinant for consumer’s intention. The findings provide evidence for European companies not to ignore the important role of ethnocentrism, religiosity, and animosity among consumers in Malaysia. This study has both theoretical and practical contribution. From a theoretical view, this study adds to body of knowledge by identifying three variables affecting consumers’ intention to buy European products. From a practical view, Malaysian companies can concentrate more on ethnocentrism to improve Malaysian consumer’s image toward low involvement products. Key words: Ethnocentrism, animosity, religiosity, purchase intention, high involvement, low involvement, EU brands, Malaysia.