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Advanced and emerging economies Generation Y’s perception towards country-of-origin

Nathalia C. Tjandra (School of Marketing, Tourism and Languages, Edinburgh Napier University, Edinburgh, UK)
Maktoba Omar (School of Marketing, Tourism and Languages, Edinburgh Napier University, Edinburgh, UK)
John Ensor (School of Marketing, Tourism and Languages, Edinburgh Napier University, Edinburgh, UK)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 21 September 2015

1104

Abstract

Purpose

The purpose of this paper is to explore the perceptions of Generation Y from advanced and emerging economies towards the country-of-origin (COO) of fashion products.

Design/methodology/approach

The study was conducted by employing a qualitative research method. Virtual interviews in a chat room and e-mail interviews were conducted with 53 participants from 21 advanced and emerging economies.

Findings

The findings indicated that most Generation Y consumers perceive that fashion products made in advanced economies are of better quality compared to those made in emerging economies. However, most Generation Y consumers from advanced economies did not only pay attention to the quality of the products but also to associated ethical issues. In contrast, most Generation Y consumers from emerging economies only paid attention to functional issues. Furthermore, Generation Y’s perceptions of COO also influence their attitudes and behaviour towards the fashion products made in their own country.

Practical implications

This research brings a valuable insight to global fashion marketers about different perceptions between Generation Y consumers in advanced and emerging economies towards COO.

Originality/value

The majority of COO research has been conducted quantitatively and based on one or a small number of nationalities. Qualitative studies which investigate the perceptions of Generation Y from advanced and emerging economies towards COO are still limited. Thus, this study can contribute to the development of research into COO.

Keywords

Citation

Tjandra, N.C., Omar, M. and Ensor, J. (2015), "Advanced and emerging economies Generation Y’s perception towards country-of-origin", International Journal of Emerging Markets, Vol. 10 No. 4, pp. 858-874. https://doi.org/10.1108/IJoEM-11-2012-0146

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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