Battle between psychological ownership and consumer animosity to influence consumers' buying behavior: a moderated mediation model

Abstract

PurposeThis study aims to understand the effect of consumers' national identity (NI) on their willingness to buy (WTB) domestic (Indian) products vis-à-vis foreign (Chinese) products. Secondly, it explores the role of psychological ownership (PO) and consumers' animosity in explaining their WTB domestic products.Design/methodology/approachIn this paper data were collected online from Indian consumers (N = 408) through the survey method, using a structured questionnaire. Data analysis was conducted using SPSS AMOS Version 24 and the PROCESS SPSS macro, using mediations and moderated mediation models.FindingsThis study establishes the positive effect of consumers' NI on their WTB domestic products over Chinese ones. With a long history of hostility between India and China in the backdrop, the authors find a significant mediating role of PO and consumer animosity (CA) in the relationship between NI and WTB . The results also demonstrate that while consumer ethnocentrism (CET) positively moderates the mediating path via PO at all levels from low to high, it moderates the path via CA only at the mean and high levels.Originality/valueThis study applies the Psychological Ownership Theory, Social Identity Theory (SIT) and the Attribution Theory to explore the interplay between consumers' NI, PO , CA and ethnocentrism in the Indian context. The study asserts the distinction between these constructs by analyzing the interaction and inter-relationships between these variables. Further, it provides a comprehensive understanding of Indian consumers' preference for domestic products over Chinese ones.

Why do Chinese people prefer domestic products: the role of consumer ethnocentrism, social norms and national identity

“…In terms of product category differences, we find that the four product categories are all predicted by CE, which is consistent with previous studies (Ding, 2017;Qing et al, 2012;Wu et al, 2022). In addition, WTB athletic shoes is negatively predicted by NI, which is contrary to previous research (Mishra et al, 2022). A possible explanation is that people buying imported athletic shoes in China are usually seen as wealthier and higher in social status (Zhou and Hui, 2003).…”

“…Zeugner-Roth et al (2015) follow the research and test them in two other countries (Austria and Slovenia), confirming that NI is a good and even better predictor of WTB domestic products than CE. Mishra et al (2022) test the role of NI in India and further explain its effect on WTB domestic products from the perspective of psychological ownership and consumers' animosity.…”

“…Since Shimp and Sharma (1987) proposed the concept of CE, it has been widely concerned and is confirmed to be a powerful indicator of WTB domestic products in many countries (Akbarov, 2022;Mishra et al, 2022;Zeugner-Roth et al, 2015). However, it can be different in developed countries and developing countries.…”

“…There have been studies exploring the effect of CE and SNs on WTB domestic products in the same model (Granzin and Painter, 2001; Maduku and Phadziri, 2021) and the effect of CE and NI on WTB domestic products in the same model (Mishra et al. , 2022; Verlegh, 2007; Zeugner-Roth et al.…”

“…There have been studies exploring the effect of CE and SNs on WTB domestic products in the same model (Granzin and Painter, 2001;Maduku and Phadziri, 2021) and the effect of CE and NI on WTB domestic products in the same model (Mishra et al, 2022;Verlegh, 2007;Zeugner-Roth et al, 2015). To our knowledge, no previous research has examined the joint predictive validity of CE, SNs and NI on WTB domestic products in the same model.…”