Consumer Ethnocentrism Research Articles

Primena SCONET skale u istraživanju potrošačkog etnocentrizma u Srbiji

The study investigates whether SCONET is a reliable and one-factor scale that can be applied to measure consumer ethnocentrism (CE) in the context of the Serbian market. Additionally, the study investigates whether there is a connection between CE measured by the SCONET scale and consumer intention to buy domestic products. The aim was to investigate the strength of the link between CE and consumer purchasing intentions, i.e. to find out whether the relationships between variables are in line with previous research that involved the application of the popular CETSCALE. The research is based on the works of the authors who point to the shortcomings of CETSCALE and emphasize the need to create a new measuring instrument that would be used to measure CE. The analysis was realized based on the responses of 182 respondents in the survey of consumers in Serbia. Data were collected from the respondents electronically during June 2021. Statistical analyzes that were applied to draw conclusions are exploratory factor analysis and simple regression analysis. In addition, the analysis involves the application of descriptive statistics. The results have showed that the SCONET scale is a reliable and one-factor measuring instrument and that CE, measured by this scale, shows a statistically significant impact on consumer intentions to buy domestic products. The paper expands existing research on CE based on the new SCONET scale and formulates practical guidelines for domestic producers and traders. In accordance with the results, it is possible to create adequate marketing strategies for different categories of consumers, depending on the degree of ethnocentric tendencies.

Impact of travelers' consumer ethnocentrism on purchase and behavior intention: moderating effect of implicit prejudice

AbstractThis study investigated the effects of rigid thinking, ideology, and explicit and implicit prejudices on consumer ethnocentrism. Explicit and implicit prejudices significantly affected consumer ethnocentrism, but not travel behavioral intention. Among the three variances—Asian–European American, skin tone, and Arab‐Muslim Implicit Association Test (IAT)—used as implicit prejudice control variables, only implicit prejudice regarding Arab‐Muslim names significantly affected travel product purchase intention and travel behavior. The results revealed that consumers with strong consumer ethnocentrism are likely to avoid purchasing overseas travel products. These findings suggest the introduction of customized tourism marketing methods in countries with strong ethnocentrism.

BABY BOOMERS AND GENERATION Z: THE ROLE OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTION

Ethnocentrism is a very sophisticated and complex phenomenon that attracts the attention of many scholars who study it from different angles. One specific approach, undoubtedly from the perspective of behavioural economics, is consumer ethnocentrism. Consumer ethnocentrism as a special phenomenon was created to study the link between marketing and consumer behaviour with the concept of ethnocentrism. This concept has been shown to have a greater impact on purchase intent than some traditional marketing approaches. Ethnocentrism has a significant impact on consumer attitudes towards foreign brands, purchase intentions and purchase decisions for products from Croatia and abroad. The main purpose of this paper is therefore to investigate the relationship between the ethnocentrism of different generations (Baby Boomers and Generation Z) and their purchase intention for domestic and foreign products. The survey was conducted using a questionnaire. 218 members of Generation Z and 223 members of Baby Boomers in the Republic of Croatia were included in the survey. The results showed that the high level of ethnocentrism among baby boomers is positively associated with the intention to purchase domestic products and negatively associated with the baby boomers’ intention to purchase foreign products from China and the former Yugoslavia. In addition, the likelihood of buying domestic products is higher where the level of ethnocentrism is higher. There is no correlation between the ethnocentrism of Generation Z and purchase intentions in general.

Review Study About Marketing Strategies Implemented During Covid -19 Pandemic in Both Global and Sri Lankan Context

Marketing strategies play a significant role in achieving an organization’s long-term goals and short-term objectives. In order to access and involve with target audience in a dynamic global environment, marketing strategies should be developed in modern competitive business world. Therefore, this research intends to clear the way to a review study about Marketing strategies implemented during COVID -19 pandemic in both global and Sri Lankan context. In fact, the importance of execution of proper marketing strategies as a driving force to gain competitive advantage during post COVID – 19 period in a dynamic business world primarily encouraged the researcher to conduct this study. As a result, investigation and critical review of previous and recent studies in line with the similar phenomena of research studies were conducted in order to absorb important details and findings. Through the review study, it was possible not only to have an understanding about marketing strategies implemented by different organizations under different industries in both Sri Lankan context and global context to combat COVID -19 pandemic to survive in the business but also it was possible to identify some challenges encountered by different organizations during COVID -19 pandemic. As a summary, it was evident through the derived conclusions of the review study that interaction of consumers with online shopping became frequent due to social distance and less movement with physical visit to shops and super markets during COVID -19 pandemic. Further to above, online shopping becomes a main preference by majority of consumers has created a challenging barrier for retailers to encourage people to visit their retail stores although unique elements of visual merchandising are a powerful marketing tool in attracting consumers in various industries. It can also be concluded through the study that consumers prefer to pay a higher price for luxury items or luxury goods associated with good brand reputation while previous studies also reveal that consumer ethnocentrism causes customers to overestimate locally produced items or goods compared to imported items or goods resulting in the rejection of foreign brands. When implementation of current marketing strategies of organizations under different industries both in Sri Lankan context and global context during post COVID – 19 period is considered, social media marketing strategy should be aligned by focusing on interacting more with customers by paying more attention to the aspects of creative content creation, correct targeting on influencers, localisation of brand based on location and proper data collection about consumer needs. Further visual merchandising strategy need to be integrated with online marketing and social media marketing of the organization by offering digitalized real time client experience on the website of the organization by utilising augmented reality concepts since consumers interact more with online shopping nowadays. When it comes to premium pricing strategy, it is vital for organizations to position the product or service in customers’ mind price as a quality indicator specially for products associated with an excellent brand reputation among customers to convey a message that high price indicates high quality. As per the derived conclusions, when consumer ethnocentrism is taken into consideration as a strategy, application of Indigenous Marketing is very useful to promote the requirement of manufacturing locally and buying locally to supplement ethnocentric ideals of citizens by making sure high-quality products and by reminding customers of the value of supporting domestic enterprises.

Role of consumer ethnocentrism and perceived regulatory efficacy of organic food certification agencies on attitude-intention relationship

Role of consumer ethnocentrism and perceived regulatory efficacy of organic food certification agencies on attitude-intention relationship

Advertising Nationalism: How Effective Are Advertisements Appealing to Consumer Ethnocentrism? – The Cases of Electric Vehicles and Smartphones in a Developing Southeast Asian Country

Advertising Nationalism: How Effective Are Advertisements Appealing to Consumer Ethnocentrism? – The Cases of Electric Vehicles and Smartphones in a Developing Southeast Asian Country

A Study on the Impact of Perceived Characteristics on Purchase Intention towards Collaboration Products between Foreign Brands and China Chic IPs

Purpose: In recent years, with the continuous development of the China Chic economy, an increasing number of foreign brands have partnered with China Chic intellectual property (IP) to introduce collaborative products. Although collaboration products between foreign brands and China Chic IPs have been consistently introduced, there is still a limited amount of research focusing on these products. This empirical study aims to investigate the factors that influence consumers' attitudes and purchase intentions towards foreign brands and China Chic IPs collaboration products.
 Design/methodology/approach: This study is based on the conceptual model of factors that determine behavioral intentions to buy co-branded products constructed by Helmig et al. (2007) to verify the effects of perceived brand localness, perceived product innovativeness, perceived fit, and perceived psychological distance on consumer attitudes towards the foreign brand - China Chic IP collaboration products. This study is based on Helmig et al.'s (2007) conceptual model, which examines the factors that determine consumers' behavioral intention to purchase co-branded products. Combined with the research context this study verifies the effects of perceived brand localness, perceived product innovativeness, perceived fit and perceived psychological distance on consumer attitudes towards foreign brands and China Chic IPs collaboration products are examined and verified. The relationships among these variables were assessed through the Structural Equation Model and the SPSS macro process model.
 Findings: The results indicate that consumer attitudes are positively influenced by perceived product innovativeness and perceived brand localness. On the other hand, perceived psychological distance has a negative impact on attitudes. However, the impact of perceived fit on attitudes has not been conclusively determined. Furthermore, consumer ethnocentrism moderates the relationship between perceived brand localness and attitudes, displaying a negative effect. Lastly, the analysis reveals a positive association between attitudes and purchase intentions for foreign brands and China Chic IPs collaboration products.
 Research limitations/implications: This study demonstrates that the marketing strategy of collaborating with China Chic IP has a positive impact on Chinese consumers' attitudes towards such collaboration products and their willingness to make purchases. This collaborative strategy serves as a catalyst for stimulating consumers' buying behavior and enhancing the market presence of foreign brands in China. However, this study does have limitations, including the absence of a specific focus on a particular product category and not including variables related to consumers' attitudes towards foreign brands and the country of origin.
 Originality/value: This study contributes to the research of brand and cultural collaboration strategies. From a marketing perspective, it provides insights on how foreign brands can enhance their collaboration strategy with China Chic IPs in a more systematic and efficient manner.

Opinion Leaders and Product Boycott Intentions: Factors Influencing Consumer Behavior in Support of Israel Boycott

This study aims to identify the factors driving consumers to boycott companies that support the occupation of Israel, with an emphasis on the role of religiosity and religious values as the main motivating factors. This is motivated by contradictory results from previous research, especially related to the influence of religiosity and opinion leaders in boycotting companies that support Israel. The variables under investigation include opinion leaders, religiosity, consumer animosity, consumer ethnocentrism, and perceived efficacy, measured using a 5-point Likert scale. The research method is quantitative, employing SEM-PLS for model evaluation. A total of 156 respondents were selected through the purposive sampling technique. The research findings conclude that, among the five independent variables, religiosity, consumer animosity, and opinion leaders do not have a direct influence on the intention to boycott. However, opinion leaders indirectly influence the boycott intention through consumer ethnocentrism. Meanwhile, consumer ethnocentrism and perceived efficacy positively influence the intention to boycott. This research contributes to the literature on the role of opinion leaders in shaping consumer behavior and provides an actual understanding of the boycott phenomenon. In practical terms, this research makes an implication contribution to supporting local products by utilizing opinion leaders as promoters

Etnocentrizam među potrošačima u odabranim zemljama srednje Europe

By employing surveys, this paper aims to conduct a cross-national comparison of ethnocentric behaviour in three neighbouring countries in the Central European region. The level of ethnocentrism, expressed by a reduced CETSCALE, is measured and assessed using six demographic indicators and four products. Responses to the reduced CETSCALE show that Polish respondents are more ethnocentric than Czech and Slovak respondents and that Slovak respondents are more ethnocentric than Czech respondents. However, only the differences between Czechia and Slovakia, and between Czechia and Poland are statistically significant. The strongest level of ethnocentrism among Poles is also evident when analysing consumer opinions on the four selected products. As far as possible differences in the ethnocentric consumer behaviour of the population are concerned, the analysis revealed that age and permanent residence in the three selected countries are discriminating factors. The study is original in that it combines two levels of investigation and examines three neighbouring countries simultaneously.

Consumer Ethnocentrism and the Influence of Selected Demographic Factors: A Comparative Study Among the Countries of Slovakia, the Czech Republic, and the Philippines

Consumer Ethnocentrism and the Influence of Selected Demographic Factors: A Comparative Study Among the Countries of Slovakia, the Czech Republic, and the Philippines

Global vs Local: A Choice Influenced by Consumer Ethnocentrism Level

Purpose: The purpose of the research is to investigate the determinants of consumer ethnocentrism (CE) and its influence on the actual purchase behaviour (APB) of domestic versus foreign products among Indians post COVID-19 pandemic using the theory of planned behaviour (TPB). Design/methodology/approach: To obtain the results, statistical techniques such as EFA, CFA, t-test, ANOVA and regression were applied to 861 responses, conducted via a structured questionnaire in the different metropolitan cities of India in two phases. Findings: Two major determinants of CE, i.e., patriotism and nationalism, are found. Indians have moderate to high ethnocentrism levels, and their tendency to be ethnocentric significantly differs across demographic traits; there is a significant influence of CE on attitude formation that subsequently leads to favourable intention and finally to APB. Practical implications: The findings indicate that marketers can feel confident in targeting both genders in their promotional campaigns as there were no pertinent variations in both genders’ ethnocentric tendencies. The increasing level of ethnocentrism will surely be an opportunity for Indian manufacturers and sellers. Their promotional tools must carry a visible message that the product is domestically manufactured and its consumption will lead to value addition in the country. Originality/value: The research provides insights to understand ethnocentrism through the lenses of TPB and social identity theory. The study will augment our understanding of the plausible reasons behind the increasing ethnocentrism among Indians, especially after the COVID-19 pandemic.

Exploring the role of consumer ethnocentrism in predicting the purchase intention for locally produced organic food in an emerging market

PurposeThe current study investigates the role of consumer ethnocentrism (CE) in the context of locally produced organic food. This research work further extends the extended theory of planned behavior (TPB) model by examining the mediating effect of extended TPB variables (ATT, SN, PBC, PV) between CE and PI for locally produced organic food.Design/methodology/approachData were obtained from the visitors of two shopping malls situated in a large, heavily populated city of India using survey method. Further, two-step approach was applied to analyze the hypothesized model.FindingsFindings indicate that CE is a substantial determinant of PI for locally produced organic food. Moreover, extended TPB mediates the relation between CE and PI for locally produced organic food.Practical implicationsPost Covid-19, market size of organic food is rapidly growing in India. In this regard, this study presents useful implications for the marketers of organic food for gaining better consumer insights to further develop appropriate marketing strategies.Originality/valueCE has been found to be a useful predictor of their food attitudes. However, studies, investigating the role of CE in the context of sustainable food consumption, are scant. Moreover, studies exploring the mediating effect of extended TPB variables are also very limited.

The Role Of Consumer Ethnocentrism In Mediating The Influence Of E-Wom On Brand Equity (Study On Shopee And Bukalapak)

The rapid development of digitalization makes it easier for people to shop online through e-commerce. Indonesia ranked first with 88.1% of internet users using e-commerce. During the pandemic, e-commerce grew by 33.2% from 253 trillion to 337 trillion. Shopee is the first ranked e-commerce platform in Indonesia with the highest visits, while Bukalapak has the lowest visits. This difference is influenced by word of mouth between consumers. Electronic word of mouth influences the attitudes and decisions of internet users towards an e-commerce brand. User reviews indicate that Shopee has a negative e-WOM, while Bukalapak has a positive e-WOM. User trust in the brand and the consumer experience affect public opinion and brand equity. Further research is needed to examine the influence of ethnocentrism on brand equity and the factors that influence it, such as e-WOM. This study aims to determine the extent to which the influence of e-WOM on consumer ethnocentrism and brand equity applies to one e-commerce service, namely Shopee and Bukalapak. Research methods with quantitative research types and cross-sectional study designs Data collection is done directly with the type of primary data using questionnaires in the form of Google Forms, and the scale of measurement is the Likert scale. The population and sample in this study are Shopee and Bukalapak e-commerce users. The sampling technique uses non-probability sampling with purposive sampling. Data analysis was done by structural Equation modeling (SEM) and the SmartPLS program for data processing.

Nexus Between Consumer Ethnocentrism and Purchase Intentions

The purpose of this study is to analyze the impact of Consumer Ethnocentrism (CE) on the purchase intention of fast-moving consumer goods (FMCG) in Kathmandu. The study involved the administration of a structured, close-ended questionnaire to 324 FMCG consumers aged between 13 and 65 residing in Kathmandu. The results indicate that consumer ethnocentrism and country-of-origin information significantly affect consumers' intentions to purchase foreign FMCG products by influencing their attitudes. The analysis of the Consumer Ethnocentrism Tendencies Scale (CETSCALE) and the results of partial least squares structural equation modeling (PL-SEM) reveal that FMCG consumers in Kathmandu tend to exhibit ethnocentric tendencies, prioritizing domestically made products and being mindful of the economic implications of relying on imports. Notably, young adults, particularly those with lower income levels, hold stronger ethnocentric beliefs than others. Additionally, the study finds that FMCG consumers actively seek country-of-origin information, with females displaying a higher likelihood of seeking such details. Moreover, consumer ethnocentrism and country-of-origin information jointly influence purchase intentions for foreign FMCG products through their distinct effects on consumers' attitudes toward foreign FMCG brands. These findings have significant implications for FMCG businesses and researchers interested in understanding consumer behavior dynamics in the market.

Airline travellers' ethnocentric tendencies and their impact on travellers' behaviours: Extending consumer ethnocentrism to airline services

Although recent political and economic conflicts have highlighted the significant role of ethnocentrism, empirical investigation into the consequences of this concept in the travel and tourism industry, especially airline services, remains under investigation. Therefore, this study aims to develop an integrated scale to capture airline travellers' ethnocentric tendencies that fit with the characteristics of airline services and go beyond the socioeconomic perspective of the existing measures of ethnocentrism, as well as to investigate their impact on travellers' behaviours. Data were gathered using questionnaires and were analyzed using EFA, CFA, and SEM. The results showed that the developed multidimensional scale has adequate reliability, validity, and predictability. It also confirmed the significant influence of travellers' ethnocentric tendencies on their perceptions of service quality, perceived value, and loyalty. Nevertheless, these effects were more prominent in travellers' behaviours towards national airlines compared to foreign airlines. The study concludes with implications for airline services marketers.

The influence of brand innovativeness on consumer purchase intentions towards domestic global brands in emerging markets: Evidence from China

AbstractThere has been a growing trend of supporting domestic brands following the COVID‐19 pandemic, and some brands from emerging markets have accelerated their internationalisation over the past few years. This article investigates the influence of brand innovativeness on Chinese consumers' brand attitudes and purchase intentions towards domestic global brands in the digital device industry. A total of 220 undergraduate students from China took part in the survey. Confirmatory factor analysis and path analysis were used to test the hypotheses using structural equation modelling. The results showed that brand innovativeness stimulates purchase intentions through the mediation of perceived brand globalness (PBG) and perceived brand localness (PBL). In addition, consumer ethnocentrism moderates the relationship between PBL and brand attitudes. The theoretical and practical implications are discussed herein.

The Effect of Consumer Ethnocentrism on Domestic Product Purchase Intention: A Study on Hazelnut Chocolate Brands of Turkish Origin

Amaç: Çalışmanın amacı, Türkiye’de yaşayan tüketicilerin etnosentrik eğilimlerinin Türk menşeili fındıklı çikolata markalarını satın alma niyetleri üzerindeki etkisini incelemektir.
 Materyal ve Yöntem: Araştırmanın evrenini, Türkiye’de ikamet eden 18-65 yaş arası fındıklı çikolata tüketen kişiler oluşturmaktadır. Örneklem kitlesini, kolayda örnekleme yöntemi ile seçilen 943 fındıklı çikolata tüketicisi oluşturmaktadır. Araştırma verilerinin analizinde öncelikle ölçeklere güvenilirlik, geçerlilik ve faktör analizi uygulanmıştır. Daha sonra, değişkenler arasındaki ilişkilerin yönü ve büyüklüğü pearson korelasyon analizi ile belirlenmiştir. Son olarak ise, değişkenler arasındaki nedensellik ilişkisini incelemek amacıyla regresyon analizleri yapılmıştır.
 Araştırma Bulguları: Araştırma sonucunda, tüketicilerin büyük çoğunluğunun fındıklı çikolata ürünlerine karşı marka sadakati geliştirdikleri ve alışverişlerinde ürünün menşei ülke bilgisine dikkat ettikleri görülmüştür. Korelasyon analizi sonucunda, tüketici etnosentrizmi ile yerli ürün satın alma niyeti arasında pozitif yönde ve yüksek düzeyde anlamlı bir ilişki tespit edilmiştir. Regresyon analizi sonuçları tüketici etnosentrizminin yerli ürün satın alma niyetini olumlu yönde etkilediğini göstermektedir.
 Sonuç: Bu çalışmanın sonuçları doğrultusunda işletmelerin stratejik kararlar alırken tüketicilerin fındıklı çikolata tüketim tercihleri ve yerli ürünlere bakış açıları hakkında bilgi sahibi olmalarının, fındıklı çikolata pazarında rekabet avantajı elde etmelerine ve bu yönde pazarlama stratejileri geliştirmelerine katkı sağlayabileceği ifade edilebilir.

The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

This research aims to investigate the mediating role of the country of origin effect (COO) in the relationship between consumer ethnocentrism (CE) and cafe preference. Consumer ethnocentrism refers to the extent to which consumers exhibit a preference for domestic products over foreign ones. The country of origin effect suggests that consumers’ evaluations and perceptions of a product are influenced by its country of origin. In the context of the cafe industry, this study examines whether consumer ethnocentrism influences Turkish/American cafe preference, and whether this relationship is mediated by the country of origin effect for Turkish consumers who live in Rize. The findings revealed that CE has an effect on both COO and cafe preference. COO has a direct effect on cafe preference and mediation role in the effect of consumer ethnocentrism on cafe preference. The result indicating that the country of origin effect of Turkish consumers has a positive impact on both Turkish and American cafe preferences suggests that Turkish consumers may have a favorable view of both Turkish and American cafes based on their perceived country of origin.

The Mediating Role of Brand Love on The Relationship Between Consumer Ethnocentrism and Brand Loyalty with Structural Equation Modelling

Purpose Main aim of this study is to examine the relationship among young consumers etnocentrisim, brand love and brand loyalty. The effect of coffee shop selection criteria and ethnocentric tendencies and brand love on brand loyalty is also studied among university students in this paper. Results of study show there is strong relationship among ethnocentric tendencies, brand love and brand loyalty. The study aims to Design/methodology/approach Data was collected among 285 graduate and post graduate students in Aydın, Turkey. It was analyzed by using confirmatory structural equation modeling (SEM). Findings The study's findings indicate a significant relationship between ethnocentric tendencies, brand love, and brand loyalty. Additionally, brand love partially mediates the link between customer ethnocentrism and brand loyalty. Research limitations/implications The sample was relatively limited and it involved participants from only one of Aydın Adnan Menderes University students. Keywords:consumer ethnocentrism, brand love, brand loyalty, structural equation modeling

Understanding Who is Blamed for COVID-19: Dynamics of Conspiratorial Beliefs, Blame Attribution, Perceived Economic Threat, and Consumer Ethnocentrism

ABSTRACT This study investigates individuals’ conspiratorial beliefs about China’s role in the COVID-19 pandemic and their effects on their attitudes toward China. While many conspiracy theories about China had been propagated on both traditional and social media, little is known about how this affected individuals’ views on China’s responsibility in the COVID-19 pandemic and the effects of such views. An online survey was conducted with a nationally representative sample of 521 Australian citizens in October 2021. The findings showed that individuals who believed in conspiracy theories regarding China’s role in causing the COVID-19 pandemic (a) attributed blame to China, (b) perceived China as an economic threat to Australia, and (c) exhibited stronger preferences for Australian products over Chinese products. This study will contribute to strategic communication scholarship and practice with key insights into how and why specific groups of individuals develop or adopt conspiratorial beliefs during a crisis.