The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)

Resino, Juan José Blázquez; Broncano, Santiago Gutiérrez; Estévez, Pedro Jiménez; Pérez-Jiménez, Israel Roberto

doi:10.3390/su13094744

Cited by 20 publications

(19 citation statements)

References 125 publications

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“…Our results confirmed that CET has a positive impact on consumers' purchasing intentions for national CRM products (hence confirming our first hypothesis). These results are in line with the positive bias of ethnocentric consumers towards national products, as suggested in previous CET studies, e.g., [59,61].…”

Section: Discussionsupporting

confidence: 92%

“…CET can be a major setback for brands trying to expand abroad [61]. As such, it has attracted attention from international marketing scholars who have examined it as a predictor of purchase intentions (PI), suggesting a negative bias of ethnocentric consumers towards international products [62] as well as a positive bias for domestic products [61]. However, CE is a more consistent predictor of domestic rather than foreign products [59].…”

Section: The Effects Of Cet and Perceived Economic Threat On Purchase Intentionsmentioning

confidence: 99%

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Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Boulouta

Manika

2021

Sustainability

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Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.

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Section: Discussionsupporting

confidence: 92%

Section: The Effects Of Cet and Perceived Economic Threat On Purchase Intentionsmentioning

confidence: 99%

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Boulouta

Manika

2021

Sustainability

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“…Other studies explored local foods such as Spanish extra virgin olive oil and considered the effects of the country of origin (COO) and ethnocentrism as relevant factors in making a decision about product choice (e.g., the COO is considered an emotional dimension of purchasing behavior). The study suggested that understanding the role played by consumers' ethnocentrism in the evaluation of food products in accordance with their origin may yield useful information for local food producers [10]. Italian apples with PDO and PGI labels were compared to Italian apples without such labels [11] using chemical chemometrics and multielement composition analysis linked to soil and environment conditions.…”

Section: Introductionmentioning

confidence: 99%

How Successful Is Origin Labeling in a Developing Country Context? Moroccan Consumers’ Preferences toward Local Products

2021

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The Green Moroccan Plan (GMP) is a national long-term strategy launched by the Moroccan government to support the agricultural sector as the main driver of social and economic development. The GMP involves a labeling strategy based on geographical indications, aimed at protecting and promoting the marketing of locally produced food specialties and linking their specific qualities and reputations to their domestic production region. We evaluated the success of this policy by comparing consumers’ attitudes and preferences toward a local product having a geographical indication label to one without. We conducted a survey of 500 consumers in main Moroccan cities. The potential consumer set for the local product was found to be segmented, indicating the potential for a domestic niche of environmentally aware consumers preferring organically and sustainably produced food. We applied the analytical hierarchy process to prioritize the attributes of the commodities of interest, which underscores the importance of the origin when choosing a local product without origin labeling; for the labeled product, intrinsic quality attributes are considered to be more important. These findings demonstrate the limited promotion of the established origin labeling in the domestic market. Hence, we recommend that the Moroccan government reinforce the labeling scheme with an organic label to increase the market potential of the environmentally aware consumers by ensuring sustainable production of local products.

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“…Kim and Pysarchik [ 41 ] found a statistically significant negative correlation between consumer ethnocentrism and a desire to buy domestic products [ 42 – 45 ]. Ethnocentrism in consumption can be analysed from many angles and products, and has been the subject of numerous studies and research [ 8 , 38 , 46 , 47 ].…”

Section: Literature Reviewmentioning

confidence: 99%

The perception of Hungarian food by consumer segments according to food purchasing preferences based on primary research results

2022

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In addition to the intrinsic value of the product, social, cultural and psychological factors also have a major influence on the consumer’s purchasing decision. They are also influenced by trends and tendencies such as globalisation, digitalisation and various economic and social crises. In our study, we focused on the analysis of food purchasing preferences; including the reasons for the rise of ethnocentrism in the purchase of domestic products and the potential of this phenomenon in light of relevant secondary data and quantitative primary results. The main objective of the study’s primary research is to demonstrate that consumer groups, distinguishable by food consumption preferences, have differentiated perceptions of domestic food (price, quality, reliability). This provides evidence that food consumer preferences are reflected in decisions about domestic food. Due to the Hungarian relevance of the topic, the presentation of related international research and literature was given a prominent role. The focus of our research was to investigate the food purchasing preferences of Hungarian food consumers. Based on the results, we were able to characterise distinct consumer segments based on food purchasing preferences, and we were able to identify potential target groups of domestic food based on food consumer preferences: the ‘conscious food buyers’, the ‘impulse buyers’ and the ‘no preference’. In our view, members belonging to the first two segments can be successfully persuaded to buy Hungarian food through an educational campaign based on sufficiently fashionable and trendy motifs with the help of the right reference person.

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The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)

Cited by 20 publications

References 125 publications

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

How Successful Is Origin Labeling in a Developing Country Context? Moroccan Consumers’ Preferences toward Local Products

The perception of Hungarian food by consumer segments according to food purchasing preferences based on primary research results

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