Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects
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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.
Subfields: Marketing, Organizational Behavior and Human Resource Management
View Paper: https://www.semanticscholar.org/paper/32aecdd5bcdcf02e54d9d19b3a294c3b949b3098
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In Marketing
In Organizational Behavior and Human Resource Management
Citations in the corpus
- Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin (2017, unknown): “, 1995; Shimp and Sharma, 1987; Verlegh, 2007; Wang and Chen, 2004), and purchase intentions (Good and Huddleston, 1995; Shimp and Sharma, 1987; Wang and Chen, 2004).”
- Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness (2011, background): “…(e.g., Klein et al., 2006); others show no effect (e.g., Huddleston et al., 2001), or differences based on product type (Hamin, 2006), perceptions of domestic products and conspicuous consumption tendencies (Wang & Chen, 2004), and attitudes towards brands and advertising (Reardon et al., 2005).”