Impact Of Consumer Ethnocentrism Research Articles

Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar

This paper investigates the way millennial consumers converge into global consumption patterns through the lens of digital nativeness, within the context of Myanmar as a less developed country. Our research model identifies 1) the impact of digital nativeness on social orientation and cosmopolitanism; 2) the impact of those three digital-driven antecedents on consumer digital flexibility and global consumption patterns; and 3) the moderating role of consumer ethnocentrism on the foreign product purchase intention building process. Generation cohort theory and diffusion of innovation theory were employed for the research model. Partial least squares structural equation modeling (PLS-SEM) was used for data analysis. 486 samples were collected from Myanmar, one of the least developed countries in the world. We found digital nativeness is a critical predictor of social orientation and cosmopolitanism. The digital nativeness, social orientation, and cosmopolitanism enhance digital flexibility and global consumption convergence, which results in foreign product purchase intention. The impact of consumer ethnocentrism is identified as non-effective. This paper enriches our understanding of millennial consumers' consumption behavior by capturing the underlying mechanism of the global consumption convergence of millennials in less developed markets. This paper also offers ways to realize the potential value of less developed country millennial consumers from a digital nativeness perspective.

The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.

The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.

The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.

Effectiveness of Consumer Ethnocentrism

Consumer ethnocentrism is a psychological concept that explores the extent to which consumers prioritize purchasing products produced domestically over those produced abroad. This research article aims to investigate the effectiveness of consumer ethnocentrism in influencing consumer attitudes, purchase intentions, and actual buying behavior. By leveraging secondary data and sources, this study provides valuable insights into the impact of consumer ethnocentrism on consumer behavior and its implications for marketers and policymakers. The findings contribute to the existing literature on consumer behavior and provide practical recommendations for businesses operating in the global marketplace.

Impact of consumer ethnocentrism and perceived efficacy of organic certifying agencies on purchase intention: The mediating role of attitude

Impact of consumer ethnocentrism and perceived efficacy of organic certifying agencies on purchase intention: The mediating role of attitude

The Impact of Consumer Ethnocentrism and the Patriotism on Judgement for Selected Domestic Products: The Case of Slovakia

In this article, we focus on ethnocentrism applying to the theory of consumer behaviour while a relatively new concept of consumer ethnocentrism was created, which is under-studied in Slovakia. A patriotism indicates a second research issue. However, this concept is used in purchase and marketing conditions rarely. Based on these facts, we decided to contribute to a set of knowledge with new findings and broaden a knowledge base. This work’s main aim is to research consumer ethnocentrism and patriotism impact on evaluation and preference of domestic products. The primary quantitative survey supports this study. The fundamental part of our survey is 628 respondents. We created partial goals which produce a foundation for the phrasing of survey questions and hypotheses. These were tested by a one-way ANOVA test. We used a model of linear regressive analysis for pinpointing direction and frequency effect. Results suggest a strong link between consumer ethnocentrism and patriotism. Based on these results, consumer ethnocentrism and patriotism can be marked as factors that positively influence a preference and evaluation of domestic products. But both concepts show themselves in different frequency in different product categories. Based on the results, we can state that it is necessary to explore both concepts when speaking of product categories. Results can be used in different fields (sociology, psychology and marketing) while representing a benefit for a theory and practice. Implications for Central European audience: A knowledge used in different marketing campaigns supporting a domestic purchase can be established from the trade and marketing perspective. Noteworthy is also a discovery that the influence of concepts is not visible equally in each product categories. Results can be used by the Slovak republic government and domestic producers who are interested in an increase of competitiveness of domestic products. But also, it is for foreign producers who have an interest in expansion on the Slovak market.

The influence of consumer ethnocentrism on purchase of domestic wine: Application of the extended theory of planned behaviour

With the globalization of markets, consumers are increasingly confronted with a wide range of domestic and foreign products. One of the elements influencing purchase choice of domestic over foreign products are consumer ethnocentric tendencies. There are few studies that have focused on the impact of consumer ethnocentrism on domestic products purchase in developing nations. The goal of this study was to determine drivers of regular purchase of domestic wine using an consumer ethnocentrism extended model of the Theory of Planned Behaviour. The face to face survey was conducted on a sample of 315 Croatian wine buyers using the mall-intercept method. Data were analysed using Structural Equation Modeling by Partial Least Square. The investigation found that consumer ethnocentrism has strong and positive impact on attitudes about domestic wine purchase, while attitudes have partial mediating effect on the relationship between consumer ethnocentrism and intention to buy domestic wine. Attitudes have the strongest effect on the intention to buy domestic wine, while the intention is the strongest predictor of regular purchase of domestic wine. The results of this research can serve as an informative basis for creating marketing strategies in order to increase purchase of domestic food products, namely wine.

Modeling the role of consumer xenocentrism in impacting preferences for domestic and foreign brands: A mediation analysis

Building on the limited literature on consumer xenocentrism, this study investigates the route through which the construct impacts consumers' purchase intentions for (a) domestic, (b) foreign genuine, and (c) foreign counterfeit brands, while controlling for product category effects and the impact of consumer ethnocentrism and cosmopolitanism. Drawing on system justification theory and based on a sample of Russian consumers (N = 262), it is shown that a serial mediation model, with product-country image and brand attitudes as intervening variables, effectively describes the route through which consumer xenocentrism (a) positively influences intentions to buy genuine foreign brands, and (b) negatively influences purchase intentions for domestic brands. These effects of consumer xenocentrism are observed over and above the influences of ethnocentrism and cosmopolitanism and after controlling for brand familiarity, price sensitivity and product category involvement. The results also show that xenocentrism is not able to explain consumers' willingness to buy (foreign) counterfeit brands.

The consumer value-based brand citizenship behavior model: Evidence from local and global coffee businesses

ABSTRACTIn consumer behavior research, one of the well-documented outcomes of the globalization is the development of consumers’ personal values, feelings, and behaviors. Based on local-global consumer values, this study examined a conceptual model that proposed the interrelationships across three dimensions of consumer value (i.e., global connectedness, cultural identity, and consumer ethnocentrism), brand engagement, and three dimensions of brand citizenship behavior (i.e., brand enthusiasm, brand endorsement, and helping behavior). Results confirmed that global connectedness and consumer ethnocentrism played critical roles in nurturing brand engagement. Brand engagement further enhanced customers’ brand citizenship behaviors. Moreover, results identified that the brand origin (i.e., local and global brands) moderated two of the hypothesized relationships (i.e., the impact of consumer ethnocentrism on brand engagement and the impact of brand engagement on brand endorsement). This paper further provided implications to management in the industry and hospitality researchers.

The impact of consumer ethnocentrism on purchase intentions: Case of Kosovo

The impact of consumer ethnocentrism on purchase intentions: Case of Kosovo

Do ethnocentric consumers really buy local products?

While the impact of consumer ethnocentrism on preference for local products has received extensive attention by researchers, this research provides further understanding by investigating the impact of commitment to a consumer's place of leaving on consumer's attitudes towards local product and on effective purchase of local products. Based on the concept of behavioral commitment from Kiesler's theory (1973), this research shows that a consumer with a high degree of ethnocentrism has a more favorable attitude towards local products than the one committed to his place of life. However, when it comes to effective purchase of local products, a consumer who is strongly committed to his place of life tends to purchase local products more than a consumer with a high level of ethnocentrism. This research contributes to existing research in supporting Kiesler's argument that consumer behavioral commitment has a stronger effect on local product purchase than beliefs (in this case ethnocentrism). In terms of practice, this research may orient retailers, manufacturers and public organizations to strengthen consumers’ commitment to their place of life.

The Impact of Consumer Ethnocentrism and Antecedents in an Emerging Market

The Impact of Consumer Ethnocentrism and Antecedents in an Emerging Market

Country of market effect

Purpose: This article proposes and empirically tests the country of market (COMK) effect, which captures the consumer’s responses of home market to a country where the product is marketed. Design/methodology/approach: Study 1 applies a lab experiment about Chinese consumers’ purchase intention for printers marketed either in the US or China. Study 2 applies country level data to examine the impact of economic development of 22 host countries on the performance of 167 multinational retailers in their home country. Findings: Study 1 shows that the printers marketed in US attract a higher level of purchase intention than printers marketed in China. This COMK effect is more salient for printers manufactured in China than those manufactured in US. In addition, innovation and design factors corresponding to the host country’s image fully mediate the COMK effect. Results in Study 2 show that a retailer that markets its services in a host country with a higher (lower) level of economic development is likely to generate higher (lower) level of retailing performance in its home country. Furthermore, it is found that COMK effect is diminished as the level of economic development of a vendor’s home country increases. Research limitations/implications: In addition to the cognitive components of country image (e.g., design and innovation), consumers’ affective components may also influence the COMK effect. Future research could discuss the impact of consumer ethnocentrism and consumer animosity on consumers’ attitude towards the product marketed in other countries. Practical implications: Strategically, marketing products to a country with a favorable image could benefit vendors from an emerging economy. For manufacturers from developed countries, marketing a product within their own countries may enhance the associated innovation and design images while marketing the same product in an emerging market. Originality/value: This article proposes and tests a demand side country effect on consumers’ purchase intention for products marketed in other countries. It is in sharp contrast to the traditional country effect which focuses on the supply side effect (e.g., country of origin, country of manufacture, country of assembly etc.)

The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.

The Impacts of Consumer Ethnocentrism on Foreign Product Judgment and Local Helping Purchase: A Case of Malaysian Cross-Border Shoppers in Hatyai, Thailand

Cross-border shopping is the phenomenon when consumers travel to an adjacent country for the specific purpose of purchasing products or services and purchasing activities that can be made during a business or tourist visit. It is also viewed as a subcategory of tourism and leisure. Hatyai, Thailand is located around 30 km from the Malaysian border. The statistics reports that each year more than 400,000 Malaysian visitors visited Hatyai, Thailand. This study aims to investigate the impact of consumer ethnocentrism on foreign product judgment and local helping purchase. The data were collected through self-administered questionnaires among a sample of 423 Malaysian tourists who have done some shopping in Hatyai, Thailand. The results revealed that consumer ethnocentrism have a significant negative impact on foreign product judgment, while consumer ethnocentrism has a significant positive impact on local helping purchase. The result from this study would be helpful in designing and improving effective marketing strategies and conducting marketing campaigns for retailers and tourism marketers on both sides of the border while satisfying the needs of the shoppers.

The Impact of Consumer Ethnocentrism, Product Involvement, and Product Knowledge on Country of Origin Effects: An Empirical Analysis on Turkish Consumers’ Product Evaluation

ABSTRACTThe purpose of this study is to explore whether, in which ways, and to what extent country-of-origin (COO) information affects the product-evaluation process in Turkey as a less-developed country. Moderating effects of consumer ethnocentrism (CE), product involvement, and product knowledge were also explored. Findings showed that COO cues have a significant main effect on the product-evaluation process. Although moderator variables (CE, product involvement, and product knowledge) do not have a significant effect alone on the product-evaluation process, they negatively moderate the relationship between COO cues and product evaluation.As far as we are aware, the roles of COO, CE product involvement, and product knowledge on product evaluation have not been simultaneously included in the same research model in previous empirical studies. So, as the original contribution of this article, this study investigates the interaction effects of CE, product involvement, and product knowledge on the relationship between COO cues and product evaluation in an emerging market.

Measuring Consumer Ethnocentrism in a Developing Context: An Assessment of the Reliability, Validity and Dimensionality of the CETSCALE

Research in the field of international marketing has identified consumer ethnocentrism as a possible reason why consumers would buy domestic rather than imported products. Consumer ethnocentrism implies that consumers may regard the purchase of foreign products as “wrong,” as it might harm the domestic economy and result in job losses in industries that compete with imports. Consumer ethnocentrism and the measurement thereof has been actively researched in many, especially developed, countries but there is a dearth of knowledge about the impact of consumer ethnocentrism in developing countries. This study was conducted in response to calls by several researchers to investigate the validity, reliability, and dimensionality of the CETSCALE, a scale to measure consumer ethnocentrism, in developing markets. An original contribution of this study is that two subsamples, namely a sample of white and a sample of black South African respondents were surveyed to account for the ethnic diversity in South Africa. Results indicate that, as has been found for two other African countries (Mozambique and Ghana), the CETSCALE should be regarded as a multi-dimensional measuring instrument for South Africa.

Offshore outsourcing of customer services – boon or bane?

PurposeOffshore outsourcing of customer services is growing rapidly but there is little known about its impact on customer perceptions and behavior. This paper aims to combine the learnings from the country‐of‐origin and service research to address this gap.Design/methodology/approachAn online survey was conducted by contacting a sample of 5,000 customers randomly chosen out of a database of over 100,000 customers provided by a large American retail financial services company, immediately after they had an interaction with an offshore service representative, resulting in 548 complete and usable questionnaires.FindingsConsumer ethnocentrism has a negative influence on the attitude towards offshore outsourcing and the perceived service quality and customer satisfaction with offshore call centers. Customer satisfaction also mediates the influence of perceived service quality on customer complaint behavior, brand image, brand loyalty, and repeat purchase intentions.Research limitations/implicationsThis paper focuses on the effects of consumer ethnocentrism and attitudes towards offshore outsourcing on several perceptual and behavioral variables in a B2C context with American customers and Indian customer service executives. Hence, its findings may not apply to the B2B context and other country settings.Practical implicationsThe findings highlight the need for greater employee training as well as customer education for firms using offshore customer service centers, to minimize customer complaints and protect their brand image, loyalty, and repeat purchase intentions.Originality/valueThe study offers new insights on the impact of consumer ethnocentrism and attitude towards offshore outsourcing on customer perceptions and behavioral intentions, mediated by customer satisfaction and perceived service quality.

エスノセントリズムとマテリアリズムが製品判断と購買意向に与える影響

エスノセントリズムとマテリアリズムが製品判断と購買意向に与える影響