Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects

Abstract

Previous studies conducted in developed countries have demonstrated that ethnocentric consumers are more willing to buy domestic products. This study investigates the moderating roles of quality judgment of domestic products and conspicuous consumption (CC) in the relationship between consumer ethnocentrism and willingness to buy domestic products (WBD) in the context of a developing country, namely the People's Republic of China. The results support the hypothesis that the impact of ethnocentrism on consumer WBD tends to be weaker when consumers judge them as being of lower quality, or when consumers hold higher CC values. The conceptual and managerial implications for developing countries, including China, are discussed.

Satin Alma Kararlarinda Tüketi̇ci̇ Etnosentri̇zmi̇ Ve Menşe Ülke Etki̇si̇: Selçuk Üni̇versi̇tesi̇ İkti̇sadi̇ Ve İdari̇ Bi̇li̇mler Fakültesi̇’nde Bi̇r Uygulama

“…Teo ve arkadaşları (2011) Malezyalı örneklem üzerinde yaptıkları çalışmada ölçeğin iki boyutlu bir yapı sergilediği sonucuna ulaşmışlardır. Wang ve Chen (2004) de Çin'de yaptıkları çalışmada ölçeğin dört boyutlu bir yapı sergilediği sonucuna ulaşmışlardır.…”

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

“…Other researchers have further concluded that this preference for local representatives of the brand is conditioned not only by the fact that the public might sense a greater degree of identification with the famous personage, but also by the existence of a high degree of 'consumer ethnocentrism' among Chinese consumers (Klein, Ettenson, Krishnan, 2006;Klein, 2002;Liu, Murphy, Li & Liu, 2007;Orth & Girbasova, 2003;Wang & Chen, 2004;Wong, Polonsky & Garma, 2008). The construct of ethnocentrism describes the tendency of people to reject people who are culturally dissimilar, and at the same time to favor those who are more like themselves.…”

“…Many companies in those sectors seek to arouse consumers' ethnocentricity and thereby build emotional links with them (Hong & Schweitzer, 1996). Chinese consumers can thus find themselves facing a conflict between ethnocentrism and ostentatious or conspicuous consumption, where the latter often wins out (Wang & Chen, 2004;Podoshe, Li & Zhang, 2011).…”

The Influence of Consumer Ethnocentrism and Perceived Value on Purchase Decision of Local Shoe in Student Environment

“…Consumer Ethnocentrism is the tendency of consumers to accept or reject foreign-made products (Sciffman, et al, 2008). The previous researches have shown that in developing countries, consumers assume that products made by local producers are not as good as imported products (Barta, et al, 2000 andChen 2004). Local shoe entrepreneurs and the government can use consumer ethnocentrism as one of local shoe marketing strategies.…”