•Perceived economic competition and consumer ethnocentrism affect economic animosity.•Economic animosity has a negative impact on consumers’ foreign product judgment and their reluctance to buy a ...foreign product.•Economic animosity gives rise to anticipated regret of foreign product purchase.•Anticipated regret mediates the relationship between economic animosity and consumers’ reactions towards a foreign product.
We use regret theory to explain the negative effect of economic animosity on consumers’ reactions towards a foreign product (i.e., product judgment and reluctant to buy). We conduct our study in Taiwan by collecting data via an online survey. Our results show that consumers’ economic animosity increases their anticipated regret towards purchasing a foreign product originating from a target market of animosity. Specifically, anticipated regret is found to mediate the link between economic animosity and foreign product judgment, which in turns affects consumers’ reluctance to buy. Our study is the first to consider the role of anticipated regret in explaining the negative effect of economic animosity on consumers’ reactions towards a foreign product. We also contribute to research by introducing two antecedents of economic animosity: perceived economic competition and consumer ethnocentrism.
Purpose
The purpose of this paper is to examine how consumer ethnocentrism (CET) and cosmopolitanism (COS) may affect Asian consumers’ perceptions of out-group countries and their products, doing so ...by examining similar vs dissimilar countries across countries of origin. Given the strong inter-country rivalries that exist among Asian countries, the authors propose two alternative hypotheses, drawing from social identity theory and realistic group conflict theory.
Design/methodology/approach
To test the hypotheses, the authors examine consumer perceptions of both Western countries (dissimilar out-groups) and Asian countries (similar out-groups) within China (Study 1). In addition, the authors investigate how CET and COS affect consumer perceptions of Asian countries in Japan and in non-Asian dissimilar countries, and compare the effects between the two regions (Study 2).
Findings
The findings indicate that CET shows greater negative effects on perceptions of a country and its products, when the country is from a similar out-group than when it is from a dissimilar one. On the other hand, COS showed equally strong positive effects among consumers for both similar and dissimilar out-group countries.
Research limitations/implications
The results suggest that Asian consumers feel a sense of intergroup rivalry with other Asian countries, and, as a result, exhibit a greater degree of ethnocentric biases toward these countries and their products than they do toward Western countries and products. Also, the results suggest that COS may transcend national differences and inter-country rivalries in consumer consumption tendencies.
Originality/value
The study examines inter-country similarities as a moderator of CET and COS effects, which has not been extensively researched in the past. In addition, the study discusses the concept of intergroup rivalry among neighboring countries and examines how it affects consumer perceptions of out-group countries and their products in Asia, where strong inter-country rivalries exist.
Policies to promote the usage of energy-saving vehicles (EVs), such as electric vehicles and hybrids, were introduced and implemented in many countries due to increasing awareness of the potential ...benefits of such vehicles on environmental and energy conservation. However, despite consumers’ claims of their concerns and positive attitudes toward environmental issues, those claims have not been translated into energy-saving vehicles’ purchasing behavior. Prior studies neglected the interrelationship between consumer ethnocentrism (CE), perceived value (PV), and consumer knowledge (CK) in influencing consumer behavior, including pro-environmental behavior. This study examines the relationship between CE, PV, CK, perceived usefulness (PU), perceived ease of use (PEU), attitude and intention to purchase domestic energy-saving vehicles. A total of 396 completed questionnaires were collected through convenience sampling in Xuzhou, China. The survey data were subjected to descriptive analysis and analysis of variance using SPSS. In addition, confirmatory factor analysis and structural equation modeling (SEM) were utilized for the hypotheses testing. The results revealed that CE positively influenced PV and CK; PV and CK positively influenced PU and PEU. CK positively influenced PV, while PU and PEU positively influenced attitude and intention, and PEU was shown to influence PU. Furthermore, attitude was shown to significantly influence intention to purchase domestic energy-saving vehicles. Lastly, the theoretical and practical implications of the outcomes were discussed, including the limitations of the research.
The development of the economy in the current globalization era is increasingly rapid. The business world in various industries has tight competition, including the makeup industry. The research ...aimed to explore Generation Z’s preferences toward global brand makeup products in Indonesia. It applied a quantitative research with descriptive analysis. The data using a questionnaire distributed to 236 respondents were calculated using Partial Least Square (PLS). The results find that cosmopolitanism does not directly contribute to Generation Z’s preferences for global makeup products in Indonesia or through relative product quality. Meanwhile, consumer ethnocentrism has a positive influence on Generation Z's preferences for global makeup products in Indonesia directly or through relative product quality. It also shows that the relative product quality of global makeup products in Indonesia positively affects Generation Z’s preferences. The research findings provide insights for local makeup producers to improve their quality and compete more with global makeup products. Generation Z, as makeup consumers in Indonesia, prefers to purchase products based on quality. Buying global brand makeup products does not make them lose the spirit of nationalism towards their country. However, the research is only limited only to Generation Z as the samples in Indonesia. Therefore, there is an opportunity for different results if the research is carried out in other regions or with consumers from other generations.
PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric ...and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.Design/methodology/approachThe study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.FindingsFindings show that personal values, moral foundations and gender-role identities do exert direct and indirect (partially mediated) effects on the formation of consumers' ethnocentric and cosmopolitan orientations. These provide numerous insights for managers in terms of how they can segment domestic and international markets, as well as how to position products and communicate brand strategies.Research limitations/implicationsThe study focused on consumers' personal and role identities and offers implications based on data gathered from a sample of five European countries. Future work should broaden this perspective by including other identity facets, such as religious and ethnic identities, as well as product-category and brand-specific outcomes, in order to help develop a more comprehensive picture of the psychology underpinning consumers' identity-related orientations, and their effects on consumer behavior. Future research should also study these issues in a broader geographical context, by including national markets that have culturally diverse populations as well as places with dissimilar cultural and economic profiles.Originality/valueThe study shows that individuals' personal values, moral foundations and gender roles have a strong effect on the formation of consumer ethnocentrism and consumer cosmopolitanism orientations. Consideration of how these antecedent constructs operate in concert to shape consumers' in- versus out-group orientations has been overlooked in the international marketing literature. Beyond the ramifications for theory, the study offers numerous substantive managerial implications in terms of how consumers are likely to respond to local and global/foreign products/brands based on these orientations.
Consumer ethnocentrism (CE) is a popular construct in international marketing research and is generally measured using the CETSCALE, a reliable scale with proven predictive validity but with limited ...evidence about its construct validity, dimensionality and cross-cultural measurement invariance. This note addresses these gaps by reconceptualizing CE as an attitude construct consisting of three dimensions: (1) affective reaction, (2) cognitive bias and (3) behavioral preference. A revised CE scale (CES) is developed and tested using two empirical studies with adult consumers from four different countries (China, India, UK and USA), showing that CES is a reliable, valid and cross-culturally invariant scale and it explains greater variance than the CETSCALE and other similar scales, in customer evaluations and behavioral intentions for a wide range of products and services.
The globalization of markets and consumer behavior has changed dramatically in recent years. Similarly, global and local brands are facing many challenges in emerging markets. Thus, in this backdrop, ...this research is intended to examine the impact of consumer perceptions of brand localness and globalness on brand attitude in order to predict consumer behavioral intentions (purchase intention, price premium, and word of mouth) in cross-cultural emerging markets (China and Pakistan). Additionally, this research considered the moderating effects of consumer ethnocentrism and brand familiarity as a control variable. This study used an online survey to examine 1,562 responses from Chinese (
n
= 768) and Pakistani (
n
= 794) consumers regarding local and global brands. The proposed hypotheses were analyzed by using the partial least square-structural equation modeling method. The findings indicated that the consumer perceptions of brand localness and brand globalness had a substantial impact on brand attitude, which in turn favorably influenced consumer behavioral intentions in China and Pakistan. The brand attitude was a crucial mediator in both markets but was more critical in China than Pakistan. The interaction moderating effects of consumer ethnocentrism and consumer perceptions of brand localness positively influenced brand attitude in China, whereas consumer ethnocentrism and consumer perceptions of brand globalness negatively influenced brand attitude in Pakistan. Interestingly, brand familiarity was discovered a substantial control variable in both markets, except for purchase intention in Pakistan. This research contributed to Fishbein’s attitude theory and social identity theory. This research offers important recommendations to local and global marketers and brand managers in formulating and employing several positioning, market segmentation, and targeting strategies that may assist them in competing effectively in emerging markets.
The literature highlights the growing dissatisfaction of consumers with foods from industrial production systems. Their concern for health and the desire to support local producers led them to search ...for other alternatives: products that are local, traditional and typical of a particular region, such as many Geographical Indication (GI) food products.
This paper explores the relationship between the purchase of GI food products, the attitudes towards proximity, tradition, and ethnicity, and consumer ethnocentric tendencies.
The results, obtained through a mediation analysis, show that aspects such as products made by small companies and transparency (in terms of their production process) attain greater significance among consumers with higher levels of sub-national ethnocentrism. Moreover, these consumers appreciate that: (1) the products have been made using traditional methods, and (2) in addition to be typical of the region, these products can be bought directly from the producer, without intermediaries. Consumers who value these aspects, closely related to each other, present a greater purchase intention and a higher purchase frequency of food products with protected geographical status.
•Consumer ethnocentrism has a direct effect on the purchase behavior of GI products, but also an indirect effect.•Consumer ethnocentrism is related to proximity, tradition and ethnicity.•Products made by small companies attained greater significance among ethnocentric consumers.•Consumers with higher levels of sub-national ethnocentrism appreciate products bought directly from the producer.•These c onsumers present a greater purchase intention of GI products.
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