The Impact of Consumer Ethnocentrism and Antecedents in an Emerging Market

Abstract

In the era of globalization, consumers are being more exposed than ever before to varieties of foreign products from other countries. This leads to a substantial competition between international marketers to expand their business around the world. However, international marketers become more concerned to understand consumer attitudes toward foreign products before they make their market strategies. International marketing literature suggests that consumer ethnocentrism is an important factor in making the consumers adversely evaluate foreign products. This study aims to develop a model that can be used to assess the impact of consumer ethnocentrism and its antecedents on consumer purchase intention toward foreign products in an emergent market. All the hypotheses were developed based on the findings in the existing literature. Measures were adopted from prior researches. A self-administrated questionnaire was used via convenient and snowball-sampling techniques.

Online Shopping: Analysis of the Influence of Ethnocentrism on Purchase Intention in Local Cosmetics

“…This cross-cultural interaction might reduce consumers' ethnocentrism when choosing local products over foreign ones. The results of this study are in line with research conducted by Alshammari et al (2018), Chowdhury (2013), Jain &Jain (2013), andRamadania (2013) that cultural openness has a negative and significant effect on ethnocentrism. This negative direction means that the higher the openness to consumer culture, the lower the attitude toward consumer ethnocentrism.…”

“…Cultural openness has a significant effect on consumer ethnocentrism. Alshammari et al (2018), Chowdhury (2013), andDogi (2015) suggest that cultural openness has a negative and significant effect on consumer ethnocentrism.…”

“…Consumers have become more exposed to various products from other countries, which is alarming to the existence of Indonesian products. As a result, this leads to substantial competition between local and foreign companies to expand their businesses and win the competition (Alshammari, Williams, & Morgan, 2018).…”