Consumer ethnocentrism plays a key role in the markets of developed countries when governments take protectionist measures due to economic crises and downturns. Consumer ethnocentrism appears to be ...stronger in relation to the choice and purchase of food and beverages. The purpose of the current study is to investigate the relationship between consumer ethnocentrism and socio-demographic characteristics in the case of a Hungarian national ‘geographical indication’ (GI) spirit called pálinka. The literature emphasises the importance of testing the impact of consumer ethnocentrism on different products, and research on national and GI products is quite limited. Although pálinka is one of the best-known products in Hungary, the perception and quality of the alcoholic beverage have undergone significant changes in recent decades. The analysed sample, representative of the Hungarian alcohol-consuming population, contains the answers of 760 respondents. Consumers' Ethnocentric Tendencies Scale items were used to cluster consumer groups with different perceptions using latent profile analysis (LPA). According to the results, consumer ethnocentrism remains a significant issue in the Hungarian pálinka market despite growing globalisation and consumers' openness to foreign products. There is a higher level of ethnocentrism with national and GI products, which needs to be taken into account by market participants. With the help of cluster analysis, four consumer groups with different socio-demographic characteristics were identified. The results may help actors in the pálinka industry and their competitors (e.g., vodka and whiskey producers and distributors) to understand the Hungarian alcohol market and related consumer groups in respect of ethnocentrism.
Display omitted
•Ethnocentrism was investigated for a national fruit spirit called pálinka.•Consumers' Ethnocentric Tendencies Scale was applied.•There is a higher level of ethnocentrism for national and GI products.•Strong degree of ethnocentrism was identified for rural and older consumers.•Lower degree of ethnocentrism was typical among younger urban consumers.
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.
Purpose
This study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of demographic ...variables as moderators in the relationship between ethnocentric tendencies and purchasing behavior.
Design/methodology/approach
A total of 467 completed questionnaires were obtained through convenience and snowball sampling. Data were analyzed using SPSS-24 and AMOS-23 software: SPSS to conduct the exploratory factor analysis and AMOS for the confirmatory factor analysis. Regression analysis was performed to determine the effect of ethnocentrism on purchasing behaviors; the SPSS process was used to test the moderating effects.
Findings
The consumer ethnocentric tendencies scale was collected in two dimensions: hard ethnocentrism, which influences actual purchasing behavior in five product categories; and soft ethnocentrism, which influences actual purchasing behavior in only two product categories. The results show that the effect of consumer ethnocentrism on purchasing behavior differs across product categories. Further, gender, marital status and personal income moderate this relationship.
Originality/value
Few studies investigate purchasing behavior across several product categories and the literature on consumer ethnocentrism does not address the impact of demographic variables as moderators in consumer behavior. This study contributes to the existing literature in four ways. First, it was conducted in Azerbaijan, a country with specific characteristics. Second, it examines the impact of ethnocentric tendencies on actual purchasing behavior. Third, it examines purchasing behavior in relation to six different product categories. Fourth, the moderating effect of demographic variables was tested.
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.
Despite growing evidence about differences in the attitudes and behaviors of consumers in emerging and developed markets, there is little research on the differences in country of origin (COO) ...effects on their evaluation, behavioral intentions (BIs), and actual purchase of imported products. This paper introduces a new conceptual framework incorporating consumer ethnocentrism (CET), materialism (MAT), and value consciousness (VC) to hypothesize several differences in the influence of COO effects on consumers from developed and emerging markets. A web-based study with 1752 consumers in four countries representing two developed markets (the UK and the USA) and two emerging markets (China and India) shows significant differences in the moderating influence of CET, MAT, and VC on the effects of COO on the evaluations and BIs for a fictitious passenger car brand, and on the actual choice of car brands owned by them. The findings highlight the importance of looking beyond CET at other relevant psychographic variables to understand the differences in motivations underlying consumer perceptions and behavior towards imported products.
The aim of this research is to examine the effect of perceived brand globalness on consumers' purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social ...responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers' purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderating effects of consumer ethnocentrism on the impacts of perceived brand globalness on consumer's purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers' purchase intention.
Although there is a consensus that industries are globalizing, the notion that consumer attitudes and behaviors worldwide are likewise homogenizing remains disputed. Despite widespread discourse on ...this topic, there is a dearth of empirical investigations. This international research examines similarities and differences with respect to the nature of three consumer attitudinal dispositions: cosmopolitanism, consumer ethnocentrism, and materialism. The authors cross-culturally compare demographic antecedents with these dispositions, as well as behavioral outcomes. They test the validation of the construct measures and associated hypotheses using survey data drawn from consumers in eight countries and structural equation modeling techniques, including multigroup analysis. Empirical findings broadly support the cross-cultural applicability of the constructs, though the links to the various demographic antecedents vary considerably from sample to sample. The role of each construct on behavior also varies substantially across the range of product categories considered and across and between national groups.
Background Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on ...the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always maintained the advantage of a high level of awareness among consumers, due to consumers’ close relationship with these brands, hence this resulted in strong and positive marketing investments in the home market. The purpose of this research is to evaluate the attitudinal dispositions towards global and local brands and purchase intention. The objective is to understand the underlying motives of consumers’ purchase decision. Methods Consumer disposition and attitude towards brands are evaluated based on respondents’ purchase intention of a select brand. Data are collected from Bangalore and Chennai using the convenience sampling method. Evaluation of the measurement model was performed using the Smart PLS 4 software. Results Findings suggest that consumer attitudinal disposition has a significant impact on consumers’ purchase intention. Attitude formation is the first step in consumers’ behavioural decision and making a purchase decision. Marketing managers/practitioners need to focus on forming this attitude in consumers’ minds, so that this attitude formation leads to a purchase decision. Conclusions This research provides theoretical and managerial implications for marketers, especially those operating in an emerging market like India as this study has examined the role of consumer disposition on attitude formation and purchase intention. From a theoretical perspective, this study developed and tested a conceptual model describing the relationship between attitudinal disposition and purchase intention.
Generation z behavior and interest became relevant to business today and in the future as they predicted to be the next consumer powerhouse. In the last few years, the Indonesian beauty industry has ...been emerging and is expected to continue showing significant growth in the next few years. Generation z entering the market is marked as a phenomenon that businesses should anticipate as this specific generation seems to have low consumer loyalty. This study aims to develop generation z's loyalty model on local beauty products that include factors that influence consumer loyalty and formulate an alternative approach to improve the company's consumer loyalty. The results show that perceived product quality significantly affects perceived value. In addition, perceived product quality and perceived value significantly influence consumer satisfaction. Furthermore, consumer satisfaction has a significant effect on consumer trust. Consumer satisfaction, consumer trust, and consumer ethnocentrism have a considerable impact on the variable of consumer loyalty. Strategies that the company can imply are increasing product research and development to formulate local lipstick products that provide comfort, developing new color choices according to generation z's preference, showing the product quality assurance certificate, creating social media marketing, and expanding the marketing network of local lipstick products.
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