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An examination of ethnic-based consumer ethnocentrism and consumer animosity

Samshul-Amry Abdul-Latif (Department of Tourism, Kulliyyah of Languages and Management, International Islamic University Malaysia, Pagoh, Malaysia)
Asmat-Nizam Abdul-Talib (Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Sintok, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 9 December 2020

Issue publication date: 7 March 2022

577

Abstract

Purpose

The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia.

Design/methodology/approach

The relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities.

Findings

The results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized.

Research limitations/implications

Future research could study other ethnic groups of different countries using specific ethnic related products and/or brands.

Originality/value

This research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.

Keywords

Acknowledgements

This study is funded by the International Islamic University Malaysia Research Initiative Grant Scheme Research IIUM RIGS17-009-0584. The authors would like to thank the University for generously funding the research.

Citation

Abdul-Latif, S.-A. and Abdul-Talib, A.-N. (2022), "An examination of ethnic-based consumer ethnocentrism and consumer animosity", Journal of Islamic Marketing, Vol. 13 No. 4, pp. 781-806. https://doi.org/10.1108/JIMA-08-2019-0165

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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