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Consumer xenocentrism and foreign goods purchase intention in an emerging economy

Mahmoud Abdulai Mahmoud (Marketing and Entrepreneurship, University of Ghana, Accra, Ghana) (Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, Auckland Park, South Africa)
Tracy Nana Ebaskwa Mallen-Ntiador (Marketing and Entrepreneurship, College of Humanities, University of Ghana, Accra, Ghana)
Dominic Andoh (Marketing and Entrepreneurship, College of Humanities, University of Ghana, Accra, Ghana)
Mustapha Iddrisu (Marketing and Entrepreneurship, College of Humanities, University of Ghana, Accra, Ghana)
Adelaide Naa Amerley Kastner (Marketing, Central University, Accra, Ghana)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 19 May 2021

494

Abstract

Purpose

The purpose of this study is to test consumer xenocentric tendencies on foreign goods purchase intention and to examine the mediating role of cultural openness on the relationship.

Design/methodology/approach

A total number of 204 respondents participated in the study. Web-based sampling technique was employed to select a cross-section of consumers. Structural equation modelling technique of AMOS 21 version was used to test the nature of relationships in the research hypotheses.

Findings

The results suggest that except country image and interpersonal influence, all other constructs had a positive significant relationship with the intention to purchase. Country of origin, self-confidence and self-esteem had impact on consumer intention to purchase foreign products, though exposure of consumers to other cultures did not endear them to the products of those foreign markets.

Practical implications

From a managerial perspective, management awareness of xenocentrism tendencies is the surest way to make prudent decisions with respect to stocking and distributing foreign and local products or services.

Originality/value

The current study brings newness to the phenomenon as it tests consumer xenocentric (C-XEN) constructs in an emerging economy, and cultural openness as a mediating variable.

Keywords

Citation

Mahmoud, M.A., Mallen-Ntiador, T.N.E., Andoh, D., Iddrisu, M. and Kastner, A.N.A. (2021), "Consumer xenocentrism and foreign goods purchase intention in an emerging economy", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-08-2020-0911

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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