Level Of Consumer Ethnocentrism Research Articles

International business entry modes and consumer ethnocentrism: A multi country perspective

AbstractThis study aims to assess the impact of changes in international business modes on consumer ethnocentrism. The study utilizes a quantitative research approach and is theoretically grounded in the resource‐based view. Data was collected from Bangladesh, China, India, and Malaysia using the consumer ethnocentrism tendencies scale (CETSCALE), and analyzed using quantitative methods. The results indicate that changes in international entry modes have an impact on the degree of consumer ethnocentrism. Across all countries studied, the highest level of consumer ethnocentrism was found for imported products, and this degree and intensity decreased when the entry modes changed from importing to joint venturing and FDI. This study contributes to the literature on both international business and consumer behavior by integrating the two fields, resulting in a robust theoretical contribution. The findings also suggest that the appropriate IB mode can act as a resource.

Influence of ethnocentric attitudes towards tequila attributes related to country of origin effect

Purpose: The aim of the article is to determine the impact of ethnocentrism on the assessment of product attributes in consumer purchase decision-making. The reason for undertaking the work was interest in the topic of ethnocentrism and determining the impact of product attributes unrelated to functionality on consumer preferences. Design/methodology/approach: In order to achieve the objective, a questionnaire was conducted using the Internet survey method (CAWI) on a sample of 650 respondents from the USA. Respondents were asked to choose the tequila that looked the same in the photos, in relation to which 6 attributes of the product's country of origin were changed: (raw) materials, place of production, nationality of the company employees and owner, company headquarters and country to which taxes are paid. The use of the conjoint method made it possible to determine the significance of factors when assessing the origin of the product. Moreover, to determine ethnocentric attitude, respondents were asked to answer 20 questions on a modified CET scale. Findings: The most significant product attribute associated with the country of origin was the place of production, followed by the place of paying taxes and the source of (raw) materials. The least important attribute was the origin of the employees. However, differences in the assessment regarding the attributes of the country of origin were determined with regard to the level of ethnocentrism represented by the respondents. For highly ethnocentric consumers, the most important attribute was where the tequila company paid its taxes. On the other hand, for consumers demonstrating a low level of ethnocentrism, the place of production was the most significant. Research limitations/implications: The study was conducted among US citizens, which means that it would be worth conducting such a study on other continents, especially in countries with a high consumption of alcoholic products. The conducted empirical study, its results and methodology, may be inspiration for further scientific research in the analysed field. Due to the range and complexity of the studied issues as well as the research area, this work does not fully exhaust such an extensive subject. In further research, the respondents should represent different age groups, as well as levels of education and ethnocentrism. Consumers could also be distinguished by the number of people in the household and their annual household income. Practical implications: The publication can be used by both owners and marketing departments of companies producing alcohol, but also other products with a diffuse country of origin effect. The information contained in the research could be applied in shaping campaigns among clients with different levels of ethnocentrism. Originality/value: In the article, a comprehensive description has been given of the potential for displaying various product attributes related to the country of origin, important from the point of view of consumers' decisions about different levels of ethnocentrism. What may be considered innovative is the analysis, ranking attributes concerning the country of origin depending on the level of consumer ethnocentrism. Keywords: county of origin effect, consumer ethnocentrism, conjoint analysis, modified CETSCALE. Category of the paper: Research paper.

Consumer ethnocentrism under the circumstances of the COVID-19 virus pandemic

Background: The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused numerous changes both in general people's lives and in consumption. Purpose: The aim of this paper is to identify changes in the degree of consumer ethnocentrism when choosing products during the COVID 19 virus pandemic, compared to the period before its occurrence. In addition, differences in consumer preferences for certain domestic products and services before and during the pandemic were analyzed. The paper also deals with differences in ethnocentric tendencies during the pandemic between different socio-demographic consumer segments. Study design/methodology/approach: The primary data were collected from 176 respondents by using the survey method. A paired samples t test is used for hypotheses testing. Independent samples t test and Anova, post hoc Scheffe test, were conducted for analysing differences in ethnocentric tendencies between observed consumer segments during the pandemic. Findings/conclusions: Higher level of consumer ethnocentrism is confirmed in period during the pandemic, especially when it comes to choice of domestic medical products. On the other hand, lower level of consumer ethnocentrism is observed for fashion products and insurance during the pandemic. Older consumers and pensioners exhibit stronger ethnocentric tendencies during the pandemic. Limitations/future research: The main limitation of the paper relates to the use of only a few of the 17 statements within the CET scale for measuring ethnocentric tendencies before and during the pandemic. Also, the research did not cover all categories of domestic products and services. According to the limitations, future studies are recommended to fully apply the CET scale for measuring consumer ethnocentrism. Also, the recommendation is to observe higher number of categories of products and services, and to break down the categories into several subcategories. Finally, future studies can also include some of the determinants of consumer ethnocentrism in the research model.

Consumer Ethnocentrism level in sultanate of Oman as developed country.

Consumer Ethnocentrism level in sultanate of Oman as developed country.

Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets

Using consumer culture positioning strategies, this study examines how advertisement style (anthropomorphism or nonanthropomorphism) affects a target market’s brand evaluation with a high (versus low) level of consumer ethnocentrism. Studies 1 and 2 examine how advertisement style and consumer ethnocentrism affect brand evaluation in different consumer culture positioning strategies. Study 3 examines the underlying mechanism of social affiliation and the interaction effect between consumer ethnocentrism and anthropomorphism on brand evaluation. The results provide insights into how marketers use anthropomorphized advertisement and consumer culture positioning strategies when entering new foreign markets.

Perceived Price and Quality of Food of European Union Countries of Origin by Slovaks: The Influence of Ethnocentric Tendencies

Perceived price and perceived quality are two generic factors influencing purchasing decisions. Their importance is also connected with the effect of the country of origin. The main aim of the article is to examine the perception of price and quality in the context of individual countries of origin of the European Union and influence of the consumer ethnocentrism on this perception. From the point of view of methodology, we use general philosophical-scientific methods (analysis, synthesis, scientific abstraction etc.) and, to a large extent, also methods of descriptive and inductive statistics. Specifically, we use correlation analysis to examine the direction and intensity of relationships, cluster analysis to examine the similarities of individual countries of the European Union in terms of perceived price and quality, as well as a one-way ANOVA test to verify hypotheses. Scale tools for measuring perceived quality, perceived price, and the degree of consumer ethnocentrism achieve a high degree of estimation of validity and reliability (estimated using McDonald's omega and Cronbach's alpha). The results indicate differences in the perception of price and quality of individual countries of origin of food. It can be assumed that the level of consumer ethnocentrism is below average in the conditions of Slovakia, and it has an impact on food evaluation only in the home country. The results can be used both for marketing and in the conditions of international trade, tourism, and in many other fields of theory and praxis. Implications for Central European audience: Knowledge of the perception of price and quality of individual countries is important for international trade and marketing. Knowledge of the perception of these two factors helps to create strategies for both domestic and foreign companies operating in Slovakia. In this article, we examine the perception of all countries in the European Union, which allows for comparison. Foods from certain countries perceived better quality and cheaper will be more in demand. Demonstrating the effectiveness of consumer ethnocentrism has an impact on the development of strategies by domestic companies and the government to create support for the purchase of domestic production.

EXPLORING THE EXTENSION OF CONSUMER ETHNOCENTRISM ON ETHNOCENTRIC BUSINESS ORIENTATION OF YOUNG ADULTS FROM TWO COUNTRIES

Many consumer studies have confirmed that in different international settings ethnocentric consumers mostly prefer domestic products. Consequently, consumer ethnocentrism has been considered as a prominent informal barrier for international trade. Even though an ethnocentrism as a personal trait has been a subject of international management studies, ethnocentrism was rarely observed within a context of managers’ or owners’ decisions that affect business orientations. The purpose of this study was to explore a link among consumer ethnocentrism and ethnocentric business orientations of graduate students as future managers and business owners. The main goal was to and derive implications relevant for consumer and organizational marketing in international environment. The main motivation behind the study was to explore potential extension of consumer ethnocentrism on managerial ethnocentric decision making, and consequently, on ethnocentric business orientation. Research was conducted on a convenience sample of 219 business economics graduates from the University of Rijeka, Croatia and from the University of Mostar, Bosnia and Herzegovina. Multi-Group Structural Equation Modeling has been employed to explore a linkage among observed concepts. Empirical results indicated a differences among sub-samples from two countries in level of consumer ethnocentrism and its impacts on preferences towards domestic products. However, significant positive relation has been found between consumer ethnocentrism and ethnocentric business orientation in case of both observed groups. Consumer ethnocentrism has been confirmed as predictor of ethnocentric tendencies towards domestic products as well as predictor of ethnocentric business orientations of youth as a future managers and business owners. Research results confirmed that consumer ethnocentrism can be extended from consumer preferences and orientation towards domestic products to managers’ ethnocentric decision making, providing ethnocentric business orientation.

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.

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.

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 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.

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>

DO SOCIO-CULTURAL FACTORS MATTER IN CREATING THE GENERAL LEVEL OF CONSUMER ETHNOCENTRISM?

The aim of this study is to assess the impact of certain socio-cultural factors on consumer ethnocentrism, as well as to measure the impact of consumer ethnocentrism on the purchase of domestic products. In this context, the paper presents and tests a new model that contains five potential antecedents of consumer ethnocentrism (national identity, cultural openness, patriotism, religiosity, animosity towards the European Union). The results indicate that patriotism stands out as the strongest antecedent of consumer ethnocentrism. Interestingly, the study confirmed the statistically significant and relatively strong impact of animosity towards the European Union (EU) on the general level of consumer ethnocentrism. On the other hand, cultural openness does not belong to the group of statistically significant drivers of consumer ethnocentrism. The originality of the study lies in the specific construction of the research model, which is coloured with sociocultural variables - especially patriotism, religiosity and animosity towards the EU.

The Model of Domestic Product Quality Syndrome

This paper aims to develop and test a model that involves consumer ethnocentrism, world-mindedness, patriotism, and domestic product quality syndrome. This research used a quantitative approach. Data were collected through a survey of 222 respondents in Jakarta, Indonesia. The respondents are consumer electronic product users. Structural equation modeling (SEM) analysis was used to test the conceptual model and hypotheses. The results of this research show that the conceptual model has a good fit. We found that consumer ethnocentrism has a positive and significant impact on domestic product quality syndrome. We also found that patriotism significantly influences consumer ethnocentrism, while world-mindedness does not significantly influence consumer ethnocentrism. Data were collected only in Jakarta. Furthermore, a convenience sampling technique was applied. Thus, the findings of this research may not be generalized to other contexts. Therefore, future studies involving larger respondents coming from diverse areas are required to improve the generalization of the results and examine the stability of this research’s findings. Company should align its strategy and quality objectives with the level of consumer ethnocentrism and patriotism to overcome domestic product quality syndrome. There is a lack of research that develops and tests a model that can be used to explain the phenomenon of domestic product quality syndrome. This research fulfills the literature gaps.

How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects

Drawing from cognitive learning theories we hypothesize that exposure to nationalistic appeals that suggest consumers should shun foreign brands for moral reasons increases the general belief in consumers that buying foreign brands is morally wrong. In parallel, drawing from the theory of psychological reactance we posit that such appeals may, against their communication goal, increase the reputation of foreign luxury brands. We term the juxtaposition of these apparently contradictory effects the “Ambivalence Hypothesis.” Further, drawing from prior research on source-similarity effects we posit that foreign luxury brands that communicate cultural proximity to target consumers (i.e., a local brand positioning) reinforce psychological reactance (“Clean Conscience Hypothesis”). We test these hypotheses experimentally in the context of luxury car brand advertising in China, a market that is heavily dominated by foreign brands, and therefore provides a breeding ground for ambivalent consumer reactions. Results show that exposure to nationalistic appeals enhances consumers’ national identity dispositions (patriotism, local identity), which results in higher levels of consumer ethnocentrism. Further, nationalistic appeals enhance the social responsibility associations that consumers hold for foreign luxury brands and their countries of origin, which results in a higher brand reputation. Finally, effects of nationalistic appeals on foreign luxury brand reputation are positively stronger for brands using a local vs. a foreign or a global positioning. These findings suggest that nationalistic appeals are a double-edged sword with important implications for ethics in political communication and luxury brand marketing.

Studying Consumer Ethnocentrism as a Factor for Depressed Rates of Black Entrepreneurship

The rate of black entrepreneurship has lagged the national average for decades. Rather than look at financial factors, as most of the literature that has explored the disparity has done, we examine the role of consumer ethnocentrism and the different views black and white consumers have about black and white entrepreneurs. Using t-test results based on the responses of 747 respondents, we found support for two hypotheses that indicate that black respondents did not demonstrate higher levels of consumer ethnocentrism than white respondents toward a black-owned business, while white respondents did demonstrate consumer ethnocentrism toward a white-owned business. This paper discusses the implications of our results, offers new insights into the lagging rate of black entrepreneurship, and discusses future directions for research.

Explaining attention and choice for origin labeled cheese by means of consumer ethnocentrism

This study examines the relationship between consumer ethnocentrism, visual attention and choice for origin labeled cheese. It evaluates the impact of consumer ethnocentrism on preferences for domestic products, as well as, on the visual attention paid to the origin labeling during the decision-making. Using a choice experiment, this study investigates US respondents’ preferences for product attributes of cheddar cheese including country of origin (US, Mexico, Ireland), region of origin, hormone use, biodegradable packaging, and price. It provides empirical evidence that the level of consumer ethnocentrism among US consumers influences the preference for US labelled cheese and the visual attention to origin labeling. Specifically, higher consumer ethnocentrism leads to a higher preference for US cheese as compared to Irish cheese. Further, the study reveals that the level of consumer ethnocentrism affects visual attention paid to origin labeling. However, this is only the case in less complex decision situations, when there is little information on other product attributes.

Consumer ethnocentrism in developing countries

Previous research has shown that consumers in developed countries display a high level of consumer ethnocentrism by prioritizing local products over foreign manufactured ones. Paradoxically, it is generally believed that consumers from developing countries, and least developed countries, are more inclined to buy imported goods instead of domestic ones.This study examines the relationship between consumer ethnocentrism (C.E) and their willingness to purchase domestic products (W.B.D) in one developing country: Tunisia. To this end, this paper investigates the moderating effect of product country of origin (C.O.O) and conspicuous consumption (C.C) of a number of foreigners in knowingly developed and developing countries such as France, Italy, People's Republic of China and Turkey upon this relationship.Based on a positivist epistemological approach, a questionnaire was developed and successfully administered based on a general sample of 152 individuals living mainly in the second biggest city of Tunisia, Sfax. Data was analyzed and tested by Structural Equation Modeling (SEM) following the tow-step approach of Gerbing and Anderson (1988). The results of the analysis show that C.O.O and C.C moderate the intensity of the relationship between consumer ethnocentrism and the inclination to buying domestic products.Finally, this study both supports and adds to the existing literature that seeks to understand consumption behaviors in developing countries. It also shows that in developing countries, the relationship between C.E and the consumer's W.B.D is less evident than in developed countries.

Did Beliefs and Attitudes Influence Consumer Ethnocentrism Towards Domestic Products? Empirical Evidence of Klang Valley Petronas Petrol Station

The concept of consumer ethnocentrism is used here to show that culture influences the perception of individuals or groups when they buy products or services. Though many studies have recognized the importance of culture in consumer decision-making, few have examined the significant role of culture in influencing consumer buying decision. Thus, the purpose of this study is to examine how the roles of consumer beliefs and attitudes affect the level of consumer ethnocentrism towards the purchase of domestic products concentrating on Petronas petrol stations in Klang Valley from the customers’ perspective. A self-administered questionnaire was distributed at Petronas Petrol Stations in Klang Valley area. The results indicated that the most significant factor influencing consumer ethnocentrism was belief followed by attitude and both belief and attitude had moderate and positive relationships with consumer ethnocentrism toward Petronas Petrol Stations in Klang Valley area.

Уровень потребительского этноцентризма в России

The study deals with changes in the economic situation in Russia and the importance of the Russian consumer choice in modern conditions. Consumer behavior is analyzed in terms of patriotism; in particular, consumer ethnocentrism is elaborated. The paper summarizes the history of ethnocentrism research in the economic sphere, namely in consumer behavior. The main factors influencing the level of consumer ethnocentrism are identified. They include social and psychological, political, economic and demographic factors. The content of the main groups of factors is determined. The relevant factors affecting the consumer behavior in the current situation are highlighted. The paper presents the findings of studies (mostly international ones) of consumer ethnocentrism in Russia and the results of the author’s research conducted at the beginning of 2018. It is concluded that there has been the rise of patriotism and consumer ethnocentrism in recent years. However, to increase the consumption of Russian-made goods, the productive sector of the country is to be developed and supported.