Purpose
This paper aims to develop a model that explains the moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. The authors build their work on moral ...foundations theory and the social theories of Emile Durkheim.
Design/methodology/approach
Theory-building from general theories of motivation is grounded in cultural norms, and empirical research is conducted to test theoretical propositions.
Findings
The focus is on the theoretical implications of binding or individualism morals of consumers within social groups. Consequently, variables in the model relate to ethical themes of community, autonomy and divinity. This theory posits that, for a variety of considerations, loyalty has a direct and positive effect on consumer ethnocentrism and on consumer cosmopolitanism. Serendipitously, other moral foundations have negative effects. The authors theorize that negative relationships exist between authority and consumer cosmopolitanism, and between sanctity and consumer ethnocentrism. This model also illustrates that consumer ethnocentrism positively predisposes favorable domestic product judgments.
Research limitations/implications
New ethical factors in consumer dispositions affecting product purchase decisions are explored. Hypotheses can be empirically replicated and moderated in future research.
Practical implications
Marketers can use the variables of personal values, moral foundations and gender role identity to fashion marketing communications and to target selective consumer segments.
Social implications
The persuasion process of social marketing will be enhanced by understanding relevant motives.
Originality/value
The use of the fine-grained moral foundation antecedents to predict consumer predispositions of ethnocentrism and cosmopolitanism is without precedent.
A sustainable dietary transition requires knowledge of the drivers and barriers of dietary choices. We investigate the role of preferences for domestic food, as well as environmental and health ...concerns, as drivers for the consumption of red and white meat, fish, ready-made plant-based food products and self-identification as some type of meat reducer (flexitarian, vegetarian, or vegan). A survey of 1102 consumers was conducted in Norway with questions about food attitudes, beliefs and preferences regarding health, the environment and domestic food as well as dietary habits and demographics. The results from interval and logistic regression analyses show that stronger preferences for domestic food are associated with higher consumption of red meat and a lower likelihood of eating plant-based food and identifying as a meat reducer. Health concerns are associated with higher consumption of white meat and fish, and environmental concern is associated with lower consumption of white meat and a higher likelihood of eating plant-based food. The results also confirm previous research results that disbelief regarding the negative health and environmental impacts of meat correlate with higher meat consumption and a lower likelihood of eating plant-based food. In addition, we find that people who believe that Norway is a country primarily suited for livestock production have higher consumption of meat and a lower likelihood of eating plant-based food. We conclude that to make certain consumers transition away from meat, it is important to provide domestically produced, plant-based alternatives and to implement policy measures that will generate positive storylines of improved farmer livelihoods.
PurposeThe purpose of this study is to develop a conceptual model to examine the effect of word-of-mouth in the retailing of Chinese consumer electronics in the US. This study aims to show that ...word-of-mouth affects directly or indirectly consumer trust-loyalty link for Chinese consumer electronics.Design/methodology/approachA research framework was designed to test the direct and indirect relationships with structural equation modelling regarding how word-of-mouth affects consumer trust and loyalty for Chinese consumer electronics in the US consumers.FindingsThe results indicate that word-of-mouth increases consumer trust directly whereas decreases consumer trust through two types of consciousness (i.e. health and price consciousness), resulting in loyalty. The results also show that ethnocentrism moderates the effect of word-of-mouth. For those with low ethnocentrism, the effect of word-of-mouth on trust exists only in the direct route.Research limitations/implicationsThe result suggests that retail managers need to carefully consider the positive and negative influences of word-of-mouth to build consumer trust and loyalty when promoting Chinese consumer electronics. Further cross-cultural research should be explored to generalize the moderating influence of ethnocentrism on the relationship between word-of-mouth and trust-loyalty link.Originality/valueThis study contributes to a better and wider understanding of consumer loyalty regarding Chinese consumer electronics by investigating the effect of word-of-mouth and the differential mediating role of multidimensional consumer consciousness with ethnocentrism.
Purpose
The purpose of this paper is to examine the role of consumer ethnocentrism, country image, functional food image, subjective knowledge and health consciousness in predicting purchase ...intention of imported functional foods using the theory of planned behavior.
Design/methodology/approach
A total of 361 Chinese consumers from 20 to 60 year old who have purchased Korean functional foods participated in this study using an online survey. Structural equation modeling was performed to examine the hypotheses.
Findings
Consumer ethnocentrism had a negative effect on the intention to purchase Korean functional food, but the image of Korean functional foods, subjective knowledge and health consciousness positively affected intention to purchase Korean functional foods. Country image had a positive effect on the image of Korean functional foods. Attitude and perceived behavioral control had a positive effect on the intention to purchase Korean functional foods.
Originality/value
This study combined social and personal factors to explain Chinese consumer intention to purchase imported Korean functional foods.
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 purpose of this paper was to investigate factors that impact consumers’ intention of
buying foreign-made functional foods. By highlighting various consumer features related
to foreign imported ...functional foods buying behaviours, this study proposed a
comprehensive model relating to consumers’ purchase intentions in the context of an
emerging country. A quantitative study by a self-administrative survey was applied with a
sample of 527 respondents from the north of Vietnam. From the results of structural
equation modelling analysis, the study discovered that electronic word-of-mouth (eWOM)
information and credibility, health consciousness positively influence consumers’ attitude
toward foreign functional foods and through attitude influence purchase intention.
Interestingly, our results showed that consumer ethnocentrism in the case of foreign
imported functional foods, conversely with other products, does not influence either
consumer attitude or purchase intentions. The study filled a gap in functional foods
consumers’ buying behaviour literature in emerging markets by analyzing the mediator
role of attitude toward functional foods in the theoretical model of the relation between
online information sources and other traditional determinants with purchase intention.
From the research results, implications for managers were proposed. Functional food
managers should use internet media as a business tool and emphasize the health benefits
of functional foods to change consumers’ attitudes and then encourage purchase intention.
Bu çalışmada, ulusal kimlik ile tüketici etnosentrizmi, kültürel duyarlılık ile tüketici etnosentrizmi ve tüketici etnosentrizmi ile algılanan risk arasındaki ilişkilerin ölçülmesi amaçlanmıştır. Bu ...amaçla, kolayda örneklemle 343 katılımcıdan anket yoluyla toplanan veriler kullanılmıştır. Araştırma modeli, Wang vd.’nin (2018: 326) İngiltere pazarında test ettiği modelden uyarlanmıştır. Araştırma modelini ve modeldeki ilişkileri analiz edebilmek üzere yol analizi gerçekleştirilmiştir. Araştırmanın sonuçları, ulusal kimliğe yönelik tutumu yüksek tüketicilerin, etnosentrizm düzeylerinin de yüksek olduğu ve bu yüzden yabancı ürün alma eğilimlerinin düşük olduğuna işaret etmektedir. Bulgular, tüketici etnosentrizmi ile yabancı menşeli ürünlere yönelik algılanan risk arasında pozitif bir ilişki olduğunu göstermektedir. Ancak kültürel hassasiyet ile tüketici etnosentrizmi arasında anlamlı bir ilişki ortaya konulamamıştır.
This 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.
Research on international shopping has the potential of elucidating collective issues such as the eminence of protectionist discourse. Concomitantly, the authors propose a Theory of Social Class ...Divide (SCD) that explains how the judgments of a consumer segment diverge from classical predictions. The theory received support in an international shopping context, showing that the behavior of lower‐class shoppers diverges from the prediction of consumer ethnocentrism theory. In the two studies, which comprised different methods (cross‐sectional and experimental), measures of social class (objective and subjective), and samples (US and Canadian), lower‐class consumers were notably less affected by their ethnocentrism than upper‐class consumers. Lower‐class consumers generally showed, regardless of their ethnocentrism, low attitudes, and shopping intentions toward foreign retailers. The results underline the ramifications of a widening divide in social class on international marketing, and have potential implications in germane fields such as political science.
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