Consumer Ethnocentrism Research Articles

SNSs Engagement and Consumer Purchase Intention toward Foreign Brand Products: The Roles of Foreign Brand Product Judgment and Consumer Ethnocentrism

Bài nghiên cứu này nhằm mục tiêu đưa ra mô hình và kiểm định mối liên hệ giữa gắn kết mạng xã hội và ý định mua sản phẩm thương hiệu ngoại, với vai trò trung gian của việc đánh giá sản phẩm thương hiệu ngoại và vai trò điều tiết của chủ nghĩa vị chủng. Sử dụng mẫu dữ liệu từ 482 người tiêu dùng trên mạng xã hội tại hai thành phố lớn của khu vực phía nam Việt Nam. Phần mềm SPSS 24.0 và Amos 20.0 được sử dụng nhằm phân tích và đưa ra kết quả. Kết quả cho thấy gắn kết mạng xã hội không có tác động trực tiếp lên ý định mua hàng, thay vào đó đánh giá sản phẩm thương hiệu ngoại có vai trò trung gian tích cực trong mối liên hệ giữa gắn kết mạng xã hội và ý định mua hàng. Ngược lại, chủ nghĩa vị chủng lại có tác động tiêu cực đến ý định mua sản phẩm thương hiệu ngoại, đồng thời nó cũng có vai trò điều tiết tiêu cực lên mối liên hệ giữa đánh giá thương hiệu ngoại và ý định mua hàng. Bằng việc kiểm định mô hình với hai cơ chế trung gian và điều tiết trái chiều nhau, kết quả của bài nghiên cứu này đem lại ý nghĩa quan trọng cho cả nghiên cứu học thuật và quản lý doanh nghiệp trên môi trường mạng xã hội.

How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments.

Buying domestic products has become increasingly important in many countries. As a form of social influence, social norms affect people's domestic purchasing intentions and behavior. The current study aims to examine the mechanisms by which social norms influence domestic purchasing intentions through the lens of consumer ethnocentrism and domestic product judgments. The data were collected through an online survey in China, and a total of 346 valid responses were obtained. The results indicate that social norms influence domestic purchasing intention through four paths, namely, direct path, motivational path, cognitive path, and motivational-cognitive path. Consumer ethnocentrism and domestic product judgments, serving as the motivational and cognitive factors, respectively, play mediating and serial mediating roles in the relationship between social norms and domestic purchasing intention. In addition, consumer ethnocentrism has two dimensions, namely, pro-domestic and anti-foreign consumer ethnocentrism, and only the former plays a significant role in the model. The current study has theoretical contributions to research on domestic purchasing intention and practical implications for interventions in domestic purchasing behavior. Future studies are encouraged to conduct experiments, distinguish between different types of social norms, measure purchasing behavior, and verify the relationships in other countries.

Etnosentrisme Konsumen, Kerentanan Pengaruh Normatif, Permusuhan Konsumen terhadap Kesediaan untuk Membeli

This study aims to examine the impact of consumer ethnocentrism, vulnerability to normative influence, and consumer hostility towards purchasing foreign products in Indonesia in the context of Indonesian franchised products. This research method is quantitative. Questionnaires are used to collect sample data. 350 questionnaires were distributed by direct delivery survey to targeted respondents, and 208 were returned for processing. The data analysis used is PLS 3.3.0. The results showed, a) consumer ethnocentrism towards consumer hostility has a value of t count > t table, namely 2.193 > 1.96; b) susceptibility to normative influences on consumer hostility has a value of t count > t table, namely 2.144 > 1.96; c) consumer ethnocentrism towards purchasing foreign products has a value of t count > t table, namely 6.858 > 1.96; d) susceptibility to normative influence on the purchase of foreign products has a value of t count < t table, namely 0.827 < 1.96; e) consumer hostility towards purchasing foreign products has a value of t count > t table, namely 3.524 > 1.96. In conclusion, a) consumer ethnocentrism has a positive relationship with consumer hostility; b) susceptibility to normative influence is positively related to consumer hostility; c) consumer ethnocentrism has a negative relationship with purchasing foreign products; d) vulnerability to normative influences is not related to the purchase of foreign products; e) consumer hostility is negatively related to the purchase of foreign products.
 
 Keywords: Consumer Ethnocentrism, Susceptibility to Normative Influences, Purchase of Foreign Products, Consumer Hostility

Determinants of purchase intentions: foreign imported functional foods in Asian emerging country

The purpose of this paper was to investigate factors that impact consumers’ intention of buying foreign-made functional foods. By highlighting various consumer features related to foreign imported functional foods buying behaviours, this study proposed a comprehensive model relating to consumers’ purchase intentions in the context of an emerging country. A quantitative study by a self-administrative survey was applied with a sample of 527 respondents from the north of Vietnam. From the results of structural equation modelling analysis, the study discovered that electronic word-of-mouth (eWOM) information and credibility, health consciousness positively influence consumers’ attitude toward foreign functional foods and through attitude influence purchase intention. Interestingly, our results showed that consumer ethnocentrism in the case of foreign imported functional foods, conversely with other products, does not influence either consumer attitude or purchase intentions. The study filled a gap in functional foods consumers’ buying behaviour literature in emerging markets by analyzing the mediator role of attitude toward functional foods in the theoretical model of the relation between online information sources and other traditional determinants with purchase intention. From the research results, implications for managers were proposed. Functional food managers should use internet media as a business tool and emphasize the health benefits of functional foods to change consumers’ attitudes and then encourage purchase intention.

Hubungan E-Wom, Consumer Ethnocentrism, Brand Equity dan Purchase Intention pada Sepatu Merek Indonesia

Amidst the flood of imported goods from China over the past 20 years, the Indonesian government launched the national movement called Bangga Buatan Indonesia (Gernas BBI). This phenomenon provides an opportunity to generate consumer ethnocentrism and brand equity to help Indonesian SMEs improve their loyalty and competitiveness towards their brands. This study builds on previous research on the relationship between e-wom, consumer ethnocentrism, and brand equity, by replacing brand equity to make it more relevant and adding purchase intention to determine which factors can drive purchasing interest and what motivates that interest. To make this study more relevant to the current situation, the researchers also adopted a theoretical study. SEM analysis was conducted with 320 respondents using non-probability techniques. The results showed that positive e-wom has a greater influence on the purchase intention of domestic shoe brands. To compete against foreign shoe brands, owners of domestic shoe brands must rely more on positive e-wom than consumer ethnocentrism.

Decoding Asian consumers' willingness to pay for organic food product: a configurational-based approach

PurposeThis study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness to pay (WTP) for organic olive oil.Design/methodology/approachTo individuate the most influential drivers of WTP for organic products and to assess their effect, in terms of configurational paths and consumer profiles, this study sequentially employs explorative factor analysis approach and a fuzzy-set qualitative comparative analysis method. The survey is carried out in different areas of Asia (e.g. Pakistan, Vietnam and China).FindingsThe results suggest that Asian consumers' WTP for organic products is described by consumer-specific drivers (gender, occupation and household size) as well as product-specific drivers (product authenticity and sustainability, consumer ethnocentrism and food fraud risk perception).Originality/valueThe findings of the study permit the identification of different drivers that move consumers' WTP for organic olive oil. The study contributes to setting the ground for companies to propose and implement efficacious marketing strategies for organic olive oil in importing countries, such as Asia.

Why do Chinese people prefer domestic products: the role of consumer ethnocentrism, social norms and national identity

PurposeThis research aims to find out the reasons why Chinese people prefer domestic products. The authors examine the effect of consumer ethnocentrism (CE), social norms (SNs) and national identity (NI) on willingness to buy (WTB) domestic products in two time points and test the product category differences and age group differences.Design/methodology/approachTwo survey studies (n1 = 314; n2 = 346) were conducted in China in 2021 and 2022, respectively. The authors measured CE, SNs, NI and WTB domestic products in both studies and WTB four categories of products in study 2. Multiple hierarchical linear regression was conducted to test the hypotheses.FindingsIn study 1, the authors found that SNs and NI significantly predicted WTB domestic products, but CE did not. In study 2, the authors found that all three indicators significantly predicted WTB domestic products. CE played a significant and consistent role in different product categories, while SNs and NI had inconsistent effects. NI predicted WTB domestic products for younger people but not for older people.Originality/valueThis research is the first to examine CE, SNs and NI in the same study and the first to explore the role of SNs and NI in WTB domestic products in China. It promotes the understanding of CE and other related factors, increases the knowledge of Chinese consumers’ purchasing behavior and indicates the power of the situation. Practical implications are also discussed.

Does perceived quality mediate the effect of generation Z’s consumer ethnocentrism on local sneakers purchase intention?

Understanding consumer ethnocentrism will enhance the tendency of individuals to have higher purchase intentions for local products. This research examines the direct effect of consumer ethnocentrism on the purchase intention of local sneakers in Indonesia and determine whether perceived quality can mediate the influence of consumer ethnocentrism on the purchase intentions of local sneakers. This research uses explanatory approach with respondents about 260 Generation Z in Indonesia. The data was analysed by Partial Least Square (PLS) with the WarpPLS 4.0 software. This research reveals that consumer ethnocentrism has a positive and significant influence on purchase intention, then perceived quality positively drives purchase intention. Additionally, the result shows that consumer ethnocentrism positively and significantly affects the perceived quality of local sneakers. Lastly, perceived quality can mediate the nexus between purchase intention on the perceived quality of local sneakers in Indonesia. This study provides managerial implication for companies that produce local sneakers should focus on improving the perceived quality of their products to increase purchase intention among consumers with high levels of ethnocentrism.

Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents

This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation.

Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry

PurposeThe purpose of this study is to examine the role of perceived brand globalness (PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth (CWOM) via brand attitude (BATT) by incorporating the moderating role of consumer ethnocentrism (CET) and perceived brand origin (PBO) as well as considering brand familiarity (BF) as a covariate in the context of global and local quick-service restaurant (QSR) brands in emerging markets.Design/methodology/approachThis study obtained 764 responses from Chinese consumers through an online survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsAfter controlling brand familiarity, this study revealed that PBG and PBL are critical components that drive brand attitude, which positively improves CWOM toward global and local QSR brands. Similarly, PBG and PBL are important brand attributes that directly influence CWOM. Importantly, this research found the significant role of PBO on brand attitude toward perceived local brands compared to global QSR brands. Although this study did not discover the influence of CET as expected. However, these insights may assist global and local managers to rethink their strategies in emerging markets.Research limitations/implicationsThis study was conducted exclusively in China. However, additional studies may be considered in other countries, such as comparing Asian vs European consumers.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility–diagnosticity theory and signaling theory by examining consumers' perceptions of global and local QSR brands.

Country Of Origin And Perceived Quality: Moderation Role Of Consumer Ethnocentrism

The aims of this study were: (1) To analyze the effect of country of origin on perceived quality, (2) To analyze the effect of country of origin on perceived quality moderated by consumer ethnocentrism. The number of samples in this study were 150 respondents with the criteria of having bought and used products from the Wardah’s brand and domiciled in the city of Ternate. The test tool used is simple linear regression analysis using the Statistical Package for Social Science (SPSS) 25 as a statistical test tool. The results of this study indicate that: (1) country of origin has an effect on perceived quality, and (2) consumer ethnocetrism does not affect and does not strengthen the influence of country of origin on perceived quality. Suggestions for future researchers who will examine similar things in order to improve all the deficiencies that exist in this study are: (1) retest using other test tools such as Smart PLS, Evius and others, and (2) develop variables research that allegedly affects perceived quality.

자민족중심주의와 적개심이 한국 수출에 미치는 실증적 연구

As the foreign policy disputes between Korea and China continued, China's economic retaliation against South Korea could be said to have been carried out step by step. Therefore, the hostility of the Chinese government and consumers to Korea is increasing, and the tendency of ethnocentrism is strengthened, which can be explained as the reason for Korea's export deficit to China. Therefore, this study aims to examine how ethnocentrism and hostility, which is the cause of Chinese consumers' negative perception and attitude toward Korean products, affects Korean exports through the intervention of Korean foreign policy. In addition, the purpose of this study is to present two possible research models on whether Korea's exports will increase by using Korea's foreign policy as a moderating variable and to empirically analyze them.
 The results of this study are as follows: First, Chinese consumers' ethnocentrism influences the purchase of products exported to Korea, resulting in a decrease in exports. Additionally, Chinese consumers' ethnocentrism is influenced by Korea's foreign policy. can do. When analyzing Korea's foreign policy as a moderating variable, it is shown that exports to Korea tend to decrease as there is no intention to purchase Korean export products according to the ethnocentrism of Chinese consumers. Second, the effect of Chinese consumers' hostility toward Korea on the export effect shows a positive (+) effect, meaning that even if Chinese consumers have hostility toward Korea, they are not affected by Korean product exports. However, it can be said that the hostility of Chinese consumers is influenced by Korea's foreign policy, and when analyzed using Korea's foreign policy as a moderating variable, there is no intention to purchase Korean export products according to Chinese consumers' hostility, so Korean exports It can be seen that there is a decreasing phenomenon.

How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

Given the increasingly strained relationship between humans and the environment, green marketing has become a necessity for the sustainable development of society. In this context, this paper seeks to explore the influence of multinational enterprises’ green marketing behavior on Chinese consumers’ green consumption willingness. Through reviewing the related theories and deeply analyzing multinational corporations’ CSR, a theoretical model of multinational corporations’ CSR and consumer purchase intention has been built in this paper based on consumers’ perceptions. The paper provides empirical research on the multinational corporations’ CSR, corporate image, consumer ambivalence, and purchase intention, and offers a hypothesis of the relationship between the four. Consumer ethnocentrism can significantly negatively regulate the relationship between corporate image and consumers’ willingness to buy and further negatively regulate the process of establishing the corporate social responsibility system of multinational corporations.

Where was my cup of honey made? PDO honey and sub-regional ethnocentric consumer segments

PurposeThe goal of this study is to understand if ethnocentrism exists at the sub-regional level among honey consumers living in the same production area as a protected designation of origin (PDO). Moreover, this analysis explores if ethnocentrism is influenced by individual economic conditions, among other socio-demographic characteristics.Design/methodology/approachA sample of 725 consumers was collected through the use of a questionnaire that was circulated in the province of Varese, one of the few honey PDO areas in Italy. The authors performed a principal component analysis and a two-step cluster analysis to identify different PDO honey consumer segments, focusing on their interest for PDO attributes.FindingsThe authors identified four consumer segments, depending on socio-demographic, consumption habits, frequencies, preferred attributes and preferences for the PDO product. One cluster exhibited strong preferences for the PDO honey, in the spirit of ethnocentrism, and was characterised by low-income levels; ethnocentric preferences were also observed in another cluster that had a different socio-economic profile.Research limitations/implicationsHoney is a niche product and not universally diffused among consumers: further analyses should investigate sub-national ethnocentrism for more universal food products. Yet, through the inspection of the different profiles found, it was possible to devise marketing strategies to boost PDO honey purchasing and to bring consumers closer to PDO products.Originality/valueThis analysis considers ethnocentrism as a segmentation criterion for PDO honey consumers that live in the very same PDO honey production area and enriches the existing literature on the relationship between ethnocentrism and individual economic status.

Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

The marketing literature lacks a thorough understanding of how emotions change purchase intentions of ethnocentric consumers' when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we focus on how ethnocentric consumers' purchase intentions for national icon products (product nationality signal) change due to emotional states. Drawing on signaling theory, social identity theory, and the psychology literature on emotions, we carried out an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on brand image rather than the product class (i.e., national icon products) signaling a nation’s heritage. Our study displays the powerful impact of the incidental emotions on the ethnocentric consumer judgment and decision making regarding the brand quality and purchase intention for brands with foreign vs domestic images.

A Systematic Literature Review of the Relationship between Consumer Ethnocentrism and Product Evaluation

Globalization has added new dimensions to consumers’ decision-making. Consumer Ethnocentrism is among the critical variables affecting consumers’ decisions to purchase foreign products. Consumer Ethnocentrism research has gained momentum in the last few decades, and a copious amount of literature is available on this subject. This article presents an overview of Consumer Ethnocentrism literature and a compressive review of research work on the relationship between “Consumer Ethnocentrism” and “Product Evaluation” with critical insights from previous literature findings. There is a fractured opinion on the subject of whether Consumer Ethnocentrism leads to a lower quality evaluation of foreign products or whether consumer preference for the domestic product is purely out of a feeling that it is unfair to buy a foreign product. We also provided future research directions using TMC (Theory, Methodology, and Context) framework in line with earlier studies.

Ethnocentrism and Consumer Knowledge in the U.S. Auto Consumer

This study explores consumer ethnocentrism, consumer knowledge of countries of origin of automobiles, and the relationship between these and consumers’ preferences and purchases of vehicles. Consumer ethnocentrism varies significantly within the U.S. population, resulting in groups that are not ethnocentric, moderately ethnocentric, and highly ethnocentric. While ethnocentrism is a significant factor in perceptions, attitudes, and purchase intentions, consumers have limited knowledge of where vehicles are made. Consumers rely primarily on country of brand rather than country of origin, and their attitudes and purchases reflect those brand perceptions.

Role of consumer ethnocentrism on purchase intention toward foreign products: Evidence from data of Vietnamese consumers with Chinese products

This study aims to determine the influence of consumer ethnocentrism and general country image on Vietnamese consumers' perception of product origin and purchase intention toward Chinese goods. The research model is developed based on consumer ethnocentrism and country image perception theory. Analysis results by structural equation modeling from 448 consumers in three regions (North, Central, South) showed that consumer ethnocentrism harms the country’s image perception and purchase intention of Vietnamese consumers toward Chinese imported products. However, consumer ethnocentrism does not significantly affect the product country image perception. On the contrary, both the general country image and product country image positively impact Vietnamese consumers' intentions to buy Chinese imported goods. Finally, the study also points out some limitations and implications for later studies and marketers dealing with domestic products in Vietnam.

THE MEDIATING ROLE OF CONSUMER ETHNOCENTRISM BETWEEN COUNTRY OF ORIGIN AND PURCHASE INTENTION

In the face of changing conditions and consumer needs around the world, businesses need to be able to adapt to these conditions and respond to the needs of the consumer in order to survive. For this reason, companies have to analyze the ethnocentric tendencies of the consumers, as well as the country of origin perceptions and their effects on the purchase intention. The aim of this study is to reveal the mediating role of consumer ethnocentrism between country of origin and purchase intention. For the purpose of the research, consumer ethnocentrism, country of origin effect and purchase intentions for local cheeses of North Cyprus, were examined. Quantitative research method was used in the research. The model design of this study was conducted in accordance with the causality research purpose. The sample of the research is composed of consumers in Northern Cyprus. Study participants were identified using convenience sampling method. 421 consumers participated in the research. The results show that there is a positive relationship between consumer ethnocentrism, country of origin and purchase intention. According to the results, it was determined that the consumer ethnocentrism tendencies partially mediated the relationship between the country of origin scale and the consumer purchase intention.

Consumer ethnocentrism influence in choosing a hotel in domestic tourism – evidence from Romania and Croatia

Purpose: The role of consumer ethnocentrism (CE) in choosing a hotel is still not well explored. This research aims to identify if there is a relationship between CE and the preference of Romanian/Croatian respondents for a hotel belonging to a domestic chain vs. international (foreign) chain. Methodology: Exploratory and descriptive research was performed. The data were collected thorough an online survey, aiming for a quota sample stratified by age and gender. The resulting sample comprises 714 and 832 valid questionnaires in Romania and in Croatia, respectively. Factor analysis, nonparametric correlation analysis, and hypothesis testing were performed. Results: “Defensive patriotism” and “protectionism” were identified as CE factors. CE is moderately expressed for Croatian and Romanian respondents. Respondents from two countries with higher CE factors prefer a national rather than an international hotel. Customers who grew up in the communist era have higher ethnocentrism scores on defensive patriotism and protectionism and prefer national hotels more than those formed in the post-communist period. Conclusion: The results of this research relate to the previously revealed regularity that ethnocentric consumers prefer buying national rather than foreign goods and services. The same is now confirmed for respondents’ hotel preferences when engaging in domestic tourism, contributing to closing a research gap. However, the results indicate that polycentric consumers might evaluate hotels by other criteria and not necessarily by their association with an international chain. In addition, in the case of re-checking post-COVID-19 results, the results presented here can serve as a pre-COVID-19 baseline.