Intention to visit under the impact of reverse country-of-origin effect

Zheng, Peng; Wang, Qianwen; Cheng, Hui; Chen, Jiayi; Liu, Zhuang

doi:10.1080/13032917.2022.2039253

Cited by 1 publication

(1 citation statement)

References 52 publications

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“…It is also valuable for consumers during the purchasing process (Godey et al, 2012). Given the importance of the COO in consumer product evaluation and purchasing behavior, it has attracted the attention of numerous researchers over the past several decades, resulting in the publication of multiple research studies on the topic (Zheng et al, 2022;De Nisco and Oduro, 2022;Nguyen and Alcantara, 2022;Achabou et al, 2021).…”

Section: H7 Consumer Xenocentrism Mediates the Relationship Between (...mentioning

confidence: 99%

An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism

Ghaffar

Zaidi

Islam

2023

MEQ

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PurposeUnsustainable spending patterns of consumers directly contribute to 30–40% of environmental degradation, mainly in waste. Packaging is a vital part of responding to the main challenges of sustainable food consumption on the global stage. This study aims to investigate how environmental concern and trust in sustainable producers impact the sustainable consumption behaviors of consumers via the mediation of consumer xenocentrism and the moderation of eco-label and country of origin (COO) of buying sustainable packaged foreign food brands.Design/methodology/approachThis study employed a quantitative method. The authors used Smart PLS 3.0 structural equation modeling (SEM) technique for data analysis. Data from the participants were collected through the convenience sampling technique. A total of 343 valid responses were received.FindingsThe results indicate that xenocentrism is an emerging behavior among Pakistani consumers. The authors found that a high degree of environmental concern and trust in sustainable producers are the antecedents of consumer xenocentrism, which leads to sustainable consumption behavior.Research limitations/implicationsThis research highlights the importance of customers’ xenocentric attitudes that lead to sustainable consumption behavior. The research findings provide vital information for researchers, policymakers, academics, practitioners, industry professionals, brand managers and top management, especially in designing the environmental sustainability framework. Although the findings support theory of planned behavior (TPB), future studies can contrast different theories’ contributions to sustainable consumption behavior improvement. Also future researchers may analyze the impact of culture on the association between sustainable consumption and consumer attitudes toward environmental concerns and trust in sustainable producers.Originality/valueThis research contributes to practice and theory, as consumer xenocentrism is a relatively unexplored area of research in developing countries. To the best of the authors' knowledge, this study is the first to examine consumers’ xenocentric attitudes to sustainable consumption empirically.

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