Consumer Ethnocentrism Research Articles

The Research of the Impact of Social Media Usage on the Consumer Ethnocentrism and Cosmopolitanism

İnternet ve onun önemli çıktısı olan sosyal medya, farklı ilgi ve tercihlerdeki hemen tüm cinsiyet ve yaş grupları için merkezi ve ortak bir buluşma noktası olmakla birlikte, cinsiyet ve yaş grupları üzerinde farklı etkiye sahiptir. Çalışmanın amacı, yaşam etkinliklerinin önemli parçası olan sosyal medyanın, bireylerin hayatı anlamlandırmalarında öne çıkan tüketici etnosentrizmi ve kozmopolitliği üzerindeki etkisinin incelenmesidir. Çalışma amacının gerçekleştirilmesi sürecinde iki temel hipotez ve bu temel hipotezlere bağlı olarak alt hipotezler geliştirilmiştir. Hipotezlerin test edilmesi için geliştirilen model yapısal eşitlik modeli ile analiz edilmiştir. Araştırma, kolayda örnekleme yöntemi ile ulaşılan 690 katılımcıyla gerçekleştirilmiştir. Araştırma bulguları sonucunda sosyal medya kullanımının, tüketici etnosentrizmi üzerinde negatif yönlü (ters orantılı), kozmopolitlik üzerinde ise pozitif yönlü (doğru orantılı) etkisi olduğu görülmüştür. Ayrıca bu etkiler üzerinde yaş değişkeninin de kısmen etkili olduğu sonucuna ulaşılmıştır.

Consumer ethnocentrism and purchasing behavior: moderating effect of demographics

PurposeThis study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of demographic variables as moderators in the relationship between ethnocentric tendencies and purchasing behavior.Design/methodology/approachA total of 467 completed questionnaires were obtained through convenience and snowball sampling. Data were analyzed using SPSS-24 and AMOS-23 software: SPSS to conduct the exploratory factor analysis and AMOS for the confirmatory factor analysis. Regression analysis was performed to determine the effect of ethnocentrism on purchasing behaviors; the SPSS process was used to test the moderating effects.FindingsThe consumer ethnocentric tendencies scale was collected in two dimensions: hard ethnocentrism, which influences actual purchasing behavior in five product categories; and soft ethnocentrism, which influences actual purchasing behavior in only two product categories. The results show that the effect of consumer ethnocentrism on purchasing behavior differs across product categories. Further, gender, marital status and personal income moderate this relationship.Originality/valueFew studies investigate purchasing behavior across several product categories and the literature on consumer ethnocentrism does not address the impact of demographic variables as moderators in consumer behavior. This study contributes to the existing literature in four ways. First, it was conducted in Azerbaijan, a country with specific characteristics. Second, it examines the impact of ethnocentric tendencies on actual purchasing behavior. Third, it examines purchasing behavior in relation to six different product categories. Fourth, the moderating effect of demographic variables was tested.

Foreign Firms’ Cross-cultural Competence and Pro-domestic Purchasing Behaviours: How Relevant Are Social Norms?

This study examined the role of the perceived cross-cultural competence of foreign firms on local consumers’ ethnocentrism and pro-domestic purchasing behaviours, as measured by pro-domestic purchasing bias and sacrifices in favour of pro-domestic purchasing among consumers. The study also investigated the role of social norms in reinforcing consumer ethnocentrism and fostering pro-domestic buying behaviours. A quantitative methodology, in the form of a survey strategy, was employed to obtain data from South African consumers. Partial least squares structural equation modelling was used to validate the scales and to test the path model. The findings of the study show that perceived cross-cultural competence is negatively related to consumer ethnocentrism, and they indicate that consumers’ ethnocentrism significantly predicts their degree of pro-domestic purchasing bias and the sacrifices they make in favour of pro-domestic purchasing. Finally, the findings show that the relationships between consumer ethnocentrism and pro-domestic purchasing bias, on the one hand, and consumer ethnocentrism and sacrifice for pro-domestic purchasing, on the other, are significantly moderated by social norms. The findings of this study differ from those in the literature by shedding light on the importance of foreign firms’ perceived cross-cultural competence in ameliorating consumer ethnocentrism and pro-domestic purchasing behaviour. The study contributes to the literature by showing how social norms are a boundary condition that reinforces consumer ethnocentrism with respect to pro-domestic purchasing behaviours in South Africa.

Local Pride Movement As A Local Sneaker Branding Strategy

This research aims to determine the revival of local pride tagline or slogan as a social movement for being proud of wearing local sneaker brand. In this research, the branding theory was used to analyze the formation of local pride or being pride of Indonesian-made products slogan or taglines. This research used a qualitative method with an analytic descriptive approach. Meanwhile, data were collected through non-participant observation to obtain an overview or information about objective or event conditions. The research result showed that the local pride movement practiced through cross-industry collaboration with influencers was able to build the brand personality of local shoes on consumers’ buying interests. The level of consumer ethnocentrism in the community resulted in brand awareness providing significant effects on the decision to buy local shoes. It was also in line with the government policy through restriction on imported commodities for products or goods that can be made domestically. The Content digital marketing was adopted by developing a proud Indonesian products theme. It was carried out through a hashtag for #LocalPride to increase the number of local shoes product sales, and it also can be used as a promotional tool that has proven to be effective to increase the number of followers on social media.

Niat Beli Sepatu Merek Lokal oleh Generasi Muda: Pengaruh Consumer Ethnocentrism, Perceived Quality, Perceived Price, dan Perceived Brand Image

Indonesia is one of the top 4 world footwear producers. On the other hand, there are many well-known foreign brand shoes in Indonesia. Ventela is one of a famous shoes local brand in Indonesia. The local consumers have preferences concerning the shoe producer country of origin. Local people prefer to buy local brand shoes if they have an ethnocentric taste and good perceptions about the local brand. Therefore, this study aims to determine the effect of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image toward a willingness to buy Ventela shoes. The survey was conducted using an online questionnaire and collected data from 205 young generations. Multiple linear regression in SPSS software was used to analyze the collected data. This study shows that consumer ethnocentrism, perceived quality, and perceived price significantly affected willingness to buy. Meanwhile, the perceived brand image had no significant effect on willingness to buy. Further research is suggested to compare several local fashion brands with different positioning. The results of this study can be used as input for Ventela shoes in facing business competition and business development by paying attention to the variables used.

Do consumer ethnocentrism and animosity affect the importance of country-of-origin in dairy products evaluation? The moderating effect of purchase frequency

PurposeThe purpose of this study is to examine the effects of consumer ethnocentrism and animosity on the importance of country-of-origin in food product evaluation. It also tested the moderating effect of purchase frequency.Design/methodology/approachData were collected from dairy consumers residing in China. The research model was tested using structural equation modelling with AMOS.FindingsThe results indicated that the importance of country-of-origin in product evaluation is not necessarily driven by consumer ethnocentrism or animosity. Only among frequent purchasers, a higher level of consumer ethnocentrism or animosity can be associated with more importance of country-of-origin in product evaluation.Originality/valueDespite the significant role of purchase frequency, this factor has been less considered in the existing literature on consumer ethnocentrism and animosity. This study represented an initial attempt to the role of purchase frequency in the effects of consumer ethnocentrism and animosity on food product evaluation. It revealed that purchase frequency should be adopted as a moderating factor in future studies in this field.

A magyar élelmiszer-vásárlás generáció-specifikus elemzése hazai primer kutatás eredményei alapján

THE AIM OF THE PAPER In our study, we analyzed Hungarian food buying habits from a generation-specific aspect. In the theoretical study of Hungarian food consumption, we focused on ethnocentric consumer behavior and the role of country of origin and origin in influencing purchases. Based on domestic and international relevant literature and research results, it has been confirmed that consumers have a more positive attitude towards products from their own region. The preference for regional products depends on a large extent on how the consumer perceives this information in the purchasing decision process. Several domestic studies have shown the motivations behind the preference for Hungarian products. As with intergenerational food buying and consumption patterns, there are many differences. METHODOLOGY In our primary research, we analyzed the extent of Hungarian food purchases as a function of age, using a standardized questionnaire that resulted in 1447 evaluable answers. MOST IMPORTANT RESULTS Based on our results, we found that the proportion of Hungarian foods in the consumer basket increases with age: the customers of Hungarian food typically come from the members of the Generation X. In the course of the analysis, we were also able to prove statistically that there is a correlation between age and the assessment of the reliability and quality of Hungarian food: Typically, respondents belonging to Generation X considered Hungarian food to be better and more reliable. RECOMMENDATIONS Among the younger members of Generation Z, there are still many insecure, non-preferential customers, among whom we believe that a well-targeted educational campaign that considers the specific values of the generation could successfully promote the consumption of Hungarian food.

Country-of-origin cues: effects of country-related affect and product association on consumer responses to hospitality firms

PurposeThis paper aims to investigate the impacts of country-of-origin (COO) cues, country-related affect (CRA) and country-related product associations (CRPA) on consumers’ intention to purchase hotel services.Design/methodology/approachA survey of 305 respondents was conducted. Mediation and conditional process tests were performed to examine the proposed theoretical framework.FindingsThe results suggest that CRA is positively correlated with consumer trust, which, in turn, affects purchase intention. For consumers with a high (vs low) level of consumer ethnocentrism (CE), the effect of CRA on trust is weaker. CRPA is positively correlated with both consumer trust and price perception, which, in turn, affect purchase intention. For consumers with rich subjective knowledge (SK) of hotel services, the effect of CRPA on price perception is weaker. The effects of COO stereotypes and the moderation effects of CE and SK hold after controlling for consumers’ age, gender, income, education and objective knowledge.Practical implicationsHospitality practitioners can make use of different types of country-related information to communicate effectively with consumers in a global environment.Originality/valueThis research is the first to discover the different mechanisms underlying different types of COO and the boundary conditions on these effects.

Consumer characteristics and incentives to buy labelled regional agricultural products

PurposeRooted in the social identity theory (SIT), the study analysed the effect of consumer ethnocentrism as well as other factors on the purchase of labelled regional agricultural products together with the readiness to purchase the labelled regional products at a premium price in Germany.Design/methodology/approachThe determinants of the consumption of labelled regional agricultural products and the readiness to pay a premium price for the same in Southwestern Germany were analysed via both probit and ordered probit regressions, respectively.FindingsConsumer ethnocentrism influences the purchase of labelled regional agricultural products as well as the readiness to purchase at a premium price. Also, consumer socioeconomic and product characteristics and knowledge and perceived benefits of regional products had a divergent influence on the purchase and readiness to purchase labelled regional agricultural products at a premium price.Research limitations/implicationsIn terms of limitation, even though the sample size was proper, it could be improved in other studies to validate the findings. Also, the study was limited to a limited number of counties in Southwestern Germany; hence future studies could explore a more extensive geographical space within the region.Practical implicationsThe results can serve as a good source of information for improving the marketing of regional agricultural products. This study recommends that regional producers and marketers brand regional products with the region's name to capitalise on consumers' ethnocentric tendencies in the region. Further, regional products have to be sold in places where consumers with a certain degree of ethnocentrism are present. Results provided by this study are commonly applicable for all products, regardless of the type and regional origin, so that product-specific studies are no longer necessary, which reduces redundancy and marketing research costs, which are difficult to bear for small producers.Originality/valueGermany has benefited immensely from the boom of regional marketing in Europe. Likewise, in Southwestern Germany, there is a growing interest in the production and marketing of regional products. As a result, several studies have investigated the factors influencing the purchasing of regional products in Germany. Nevertheless, literature and studies on the effect of ethnocentrism on the purchasing of regional agricultural products in Southwestern Germany are scanty.

Construction and Validation of Indian Consumer Ethnocentrism Scale: The Ice-Scale

Globalization has unlocked and exposed domestic and overseas marketers to superior market opportunities. Additionally, it presents consumers worldwide with a vast number of local and foreign brand choices. Indian consumers, also now, have a broader choice of merchandise at their disposal as economic liberalization and privatization along with globalization have reduced the barriers to trade. In such a setting, the concept of consumer ethnocentrism can deliver deep insights about the preference of consumers toward domestic merchandise. The study aims to develop the Indian Consumer Ethnocentrism Scale (ICE-Scale) and validate the same. Data are collected using a structured questionnaire from urban and rural regions. The study constructed the Indian Consumer Ethnocentrism Scale (ICE-Scale), explored its dimensionality on a sample of 450 respondents, and validated the scale with another sample of 450 using exploratory factor analysis. It was established that the ICE-Scale encompasses two dimensions, namely, protective ethnocentrism and patriotic ethnocentrism. Additionally, the validity testing for the proposed scale and both the constructs were conducted through confirmatory factor analysis. The study advances the existing pool of information in the field of international economics, consumer psychology and global marketing. It also assists domestic producers to get an improved understanding of consumers’ ethnocentric tendencies which in turn would assist them in choosing superior marketing strategies and boosting their sales. The study will not only deliver certain social and policymaking insights to the domestic firms and government but also to the foreign firms functioning or planning to operate in India.

Consumer motives for buying regional products: the REGIOSCALE

Consumers are increasingly turning towards regional products (RP). The Consumer Ethnocentric Scale (CETSCALE) has been widely used to examine consumer motives for buying national and RPs. However, recent studies highlight that the CETSCALE alone does not adequately explain consumers’ intention to purchase RPs. This study adopted a mixed-method approach to provide an in-depth understanding of consumers’ motivations to buy RPs. A preliminary qualitative study based on twenty semi-structured interviews with German consumers, followed by two surveys, enabled the validation of a scale including three main drivers of consumers’ decision to purchase RPs: perceived eco-friendliness, superior quality, and territorial identity. The newly built Regional Scale (i.e., REGIOSCALE) and the CETSCALE were used to assess their explanatory power of consumers’ decision to purchase RPs. The findings reveal that the REGIOSCALE has a more substantial explanatory power of consumer decision to buy RPs than the CETSCALE.

Consumer Ethnocentrism: Comparison of Slovakia and the Czech Republic

Consumer ethnocentrism is an important concept that few scientists are researching in the context of comparing two countries. The main aim of the article is to examine the level of consumer ethnocentrism and its differences in selected countries - Slovakia and Czech. The measurement was performed on the basis of the CETSCALE instrument. We verified the reliability of the instrument on the basis of Cronbach's alpha, while high reliability can be stated. The results suggest that Czechs are more consumer ethnocentric than Slovaks (about 9%). The one-way ANOVA test was used to explore the impact of selected demographic factors (age and gender) on consumer ethnocentrism in both countries studied (Czech Republic and Slovakia). The results suggest that demographic factors (age and gender) are significant factors in consumer ethnocentrism in both countries, but not in the same direction and strength. The reason for these differences can be just the difference in culture from which consumer ethnocentrism is based. In the future, it would be appropriate to examine precisely cultural differences in the context of consumer ethnocentrism. The results can be used in many fields (sociology, psychology, marketing) - both theories and praxis.

Consumers ethnocentric tendencies, demographic factors and domestic goods purchase decision in Nigeria

Consumer ethnocentrism is a socio-psychological concept that describes consumers’ preference for purchasing goods produced in their own country, rather than imports. Increasing liberalization of world trade has encouraged dumping of all categories of foreign goods into Nigeria thereby making purchase of domestic products difficult, with negative consequences for the nation’s economy. This study examines the effects of socio-demographic factors and consumers’ ethnocentric tendencies on purchase decision of domestic shoes and bags. The methodological foundation of the research is social identity theory. Data were obtained from a cross-section of consumers from six urban centres in three senatorial districts in Delta State, Nigeria. Stratified and simple random sampling techniques were used to draw a sample of 391 respondents. Descriptive and inferential statistical analyses such as frequency distribution, multiple regression and Analysis of Variance (ANOVA) were used to analyse the data. Multiple regression results showed that consumer ethnocentric tendency and educational status exerted positive and statistically significant effects on domestic goods purchase decision; however, the impact of income was negative. The ANOVA results revealed that men, older people, individuals with higher educational status and high-income earners exhibited elevated levels of ethnocentric tendencies towards locally manufactured shoes and bags. The authors recommend that local manufacturers should factor the concept of consumer ethnocentrism into their marketing strategies to maintain competitive advantage over foreign competition.

The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)

This study is framed within the concept of sustainability of local foods such as extra virgin olive oil (EVOO) and considers the effects of country of origin (COO) and ethnocentrism as relevant factors in decision making about product choice. Our work contributes to the literature regarding the food industry with the main objective of investigating how consumer ethnocentrism may affect not only behavioral intention but also the perception of the quality of the EVOO. The authors of the present paper developed this line of research via a review of the existing literature, leading to the elaboration of the conceptual model proposed in this paper. The research was developed through a laboratory experiment and the modeling of consumer behavior, raising a series of hypotheses, which were contrasted following the different analyses conducted on the data. Results were obtained on factors such as the differences in evaluation according to label type, the effect of ethnocentrism on perception and purchase intention, and structural knowledge of the weight of the different variables that influence this decision making. Several guidelines and conclusions are derived from these results, which refer to the use of COO information as well as the satisfaction of consumer ethnocentrism. Understanding the role played by consumer ethnocentrism in the evaluation of food products in accordance with their origin may yield useful information for local food producers.

The Impact of Conscious Awareness and Consumer Uniqueness on Consumer Ethnocentrism and Demographics Comparisons

The Impact of Conscious Awareness and Consumer Uniqueness on Consumer Ethnocentrism and Demographics Comparisons

The Impact of Conscious Awareness and Consumer Uniqueness on Consumer Ethnocentrism and Demographics Comparisons

Purpose - This study aimed to interpret the differences stemming from the effect of demographic variables by analysing the relationship between conscious awareness, consumer uniqueness, and consumer ethnocentrism. Design/methodology/approach – A survey has been carried across Turkey on consumers over 18 to determine this relationship. The data obtained were interpreted through the SPSS package program. In the first part of the study, a literature review was conveyed to explain conscious awareness, consumer uniqueness, and consumer ethnocentrism concepts. In the second part, conscious awareness and the relationship between consumer uniqueness and consumer ethnocentrism are described. Thus, regression, t-test and ANOVA analysis were conducted. Findings - According to the analysis results, organizational consumer uniqueness positively affects consumer ethnocentrism. Besides, differences have been achieved between demographic variables and conscious awareness, consumer uniqueness, and consumer ethnocentrism. Discussion - The effects of consumer uniqueness, ethnocentrism and similar phenomena on consumption and purchasing habits are essential for marketing companies. In the analysis conducted in this context, it was revealed that there is a positive relationship between consumer uniqueness and consumer ethnocentrism, while no significant relationship was found between the conscious awareness perceptions of consumers and consumer ethnocentrism. In addition, the study is thought to contribute to both the literature and the sectoral field due to the limited number of studies on the concept of consumer uniqueness in the literature and the analysis results.

Destination Image in the COVID-19 Crisis: How to Mitigate the Effect of Negative Emotions, Developing Tourism Strategies for Ethnocentric and Cosmopolitan Consumers

This paper analyses the role of destination image during the COVID-19 crisis in order to offer practical recom-mendations for destination managers in developing countries. It is argued that the negative emotions triggered during the pandemic will have a direct impact on destination image. Targeting ethnocentric and cosmopolitan consumers is suggested as a potential mitigation strategy, as these consumer’s predispositions might moderate the adverse effect. The paper opts for an argumentation and conceptual model based on a thorough literature review of destination image, negative emotions, consumer ethnocentrism and consumer cosmopolitanism. It is argued that the negative emotions triggered by the COVID-19 crisis have a direct influence on destination image. Furthermore, the consumer predispo-sitions of consumer ethnocentrism and consumer cosmopolitanism moderate the impact of destination image on tour-ism outcomes, such as, intentions to visit and willingness to recommend a destination. Managers must distinguish the affective and cognitive components of destination image in order to identify attributes relevant to the development of tourism strategies. This study provides a theoretical and conceptual foundation for differentiating between the cogni-tive and affective components of destination image, which allows for identifying the impact of negative emotions in a time of crisis. The study further enables managers to develop segmentation strategies based on consumer ethnocen-trism and cosmopolitanism.

The Influence of Consumer Ethnocentrism on Buying Behavior - The Case of Azerbaijan

<p>The purpose of this research is to reveal the ethnocentrism level of Azerbaijani consumers and to determine the effect of ethnocentric tendencies of consumers on purchases. 317 questionnaires was collected through a convenience sample. Data were analyzed with SPSS. Mean analysis was conducted to determine the ethnocentric level of consumers. T-test was performed to determine the differences between demographic groups in terms of ethnocentric tendencies. Regression analysis was performed to determine the effect of ethnocentric tendency on purchases. The results show that the consumer ethnocentrism level of Azerbaijani consumers is low, and the higher the consumer ethnocentrism level the higher the likelihood of purchasing domestic products.</p>

Consumer Ethnocentrism: a Concept to Support the Increase the Economic Resilience of a Market

This paper aims to identify some local specifics of the ethnocentrism tendency in Romania, together with some socio-psychological variables related to buying local products. It was also analyzed the existence of a correlation between the socioeconomic development of a county and the level of ethnocentrism of consumers in that county. In order to be able to assess the level of socio-economic development, an aggregate indicator composed of five dimensions was built. Most of the data was gathered using a structured online questionnaire, filled by 1246 Romanians, but there was also used the statistical data. Ethnocentrism was measured using the consumer ethnocentric tendency scale (CETSCALE). The socio-psychological variables were used to measure if they have influence on the CETSCALE. The data was analyzed with the SPSS 20.0 statistics software for Windows, using descriptive statistics, factor analysis and correlation. The search results show some regional aspects of the consumers that could be of interest for companies and government.

Does consumer ethnocentrism impact international shopping? A theory of social class divide

AbstractResearch on international shopping has the potential of elucidating collective issues such as the eminence of protectionist discourse. Concomitantly, the authors propose a Theory of Social Class Divide (SCD) that explains how the judgments of a consumer segment diverge from classical predictions. The theory received support in an international shopping context, showing that the behavior of lower‐class shoppers diverges from the prediction of consumer ethnocentrism theory. In the two studies, which comprised different methods (cross‐sectional and experimental), measures of social class (objective and subjective), and samples (US and Canadian), lower‐class consumers were notably less affected by their ethnocentrism than upper‐class consumers. Lower‐class consumers generally showed, regardless of their ethnocentrism, low attitudes, and shopping intentions toward foreign retailers. The results underline the ramifications of a widening divide in social class on international marketing, and have potential implications in germane fields such as political science.