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

Cheng Lu Wang (Associate Professor, Department of Marketing & International Business, University of New Haven, West Haven, Connecticut, USA)
Zhen Xiong Chen (Senior Lecturer, School of Business and Government, University of Canberra, Canberra, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 October 2004

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.

Keywords

Citation

Lu Wang, C. and Xiong Chen, Z. (2004), "Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects", Journal of Consumer Marketing, Vol. 21 No. 6, pp. 391-400. https://doi.org/10.1108/07363760410558663

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited