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1 – 10 of 38Byoungho Ellie Jin, Daeun Chloe Shin, Heesoon Yang, So Won Jeong and Jae-Eun Chung
Little is known about Indonesian consumers' acceptance of global brands despite their huge retail market potential. Drawing from Festinger’s (1957) cognitive dissonance theory and…
Abstract
Purpose
Little is known about Indonesian consumers' acceptance of global brands despite their huge retail market potential. Drawing from Festinger’s (1957) cognitive dissonance theory and Schwartz’s (1992) value system, this study aims to examine the effect of Indonesian consumers' religiosity, cosmopolitanism and ethnocentrism on their preference for and purchase intention towards global brands.
Design/methodology/approach
Data were collected from 316 female consumers aged 20 years or older living in Indonesia via a professional online survey firm. The firm sent prospective participants an email invitation with a survey URL. Confirmatory factor analysis and structural equation modelling were conducted using AMOS 24.0 to test hypotheses.
Findings
The analyses revealed that Indonesian consumers' religiosity increased their ethnocentrism but not cosmopolitanism. Further, ethnocentrism decreased global brand preference without affecting purchase intention towards Korean cosmetics, whereas cosmopolitanism increased both global brand preference and purchase intention towards Korean cosmetics.
Originality/value
The findings show that cosmopolitanism has a stronger influence on global brand preference than ethnocentrism, suggesting ethnocentrism’s diminishing relevance in predicting purchase intention for foreign products. Additionally, religiosity’s effect on ethnocentrism was confirmed.
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Sreejesh S., Minas Kastanakis and Justin Paul
This study aims to examine the influence of two significant product labelling strategies (geographical indication [GI] vs country-of-origin [COO]) on shaping customer product…
Abstract
Purpose
This study aims to examine the influence of two significant product labelling strategies (geographical indication [GI] vs country-of-origin [COO]) on shaping customer product attitude and purchase likelihood, considering consumers’ ethnocentric and cosmopolitan tendencies. The authors also investigate the boundary conditions and intervening mechanisms to manage the adverse consumer product evaluations and present mitigating procedures which reinstate favourable product evaluations and purchase likelihood.
Design/methodology/approach
The collected data from these all these studies were analysed using ANOVA and mediation anlaysis. The study tests the proposed hypotheses using three follow-up experimental investigations.
Findings
The study found that GI (vs COO) labels have a more significant impact on customers’ product evaluation and likelihood of purchase and supported the dispositional effect of ethnocentric and cosmopolitan inclinations. Further, the results indicated that self-product congruence can efficiently regulate consumer dispositions. Also, the results confirmed the significant impact of product identification on influencing consumer attitudes.
Practical implications
The above-said insights add practical insights, particularly concerning product labelling. Also, the insights on product attitudes and purchase likelihood intricacies in the context of product labelling enable companies to comprehend better the significance of GI labels, COO labels and self-product congruence.
Originality/value
To the best of the authors’ knowledge, this is the first time a study has compared the role of two significant product labelling strategies (GI vs COO) in shaping customer product evaluations, confirmed its boundary conditions and shown how to transform them into helpful customer product outcomes.
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Maria S. Soledad Gil, Jin Su, Kittichai Watchravesringkan and Vasyl Taras
The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.
Abstract
Purpose
The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.
Design/methodology/approach
A total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged responses. Structural equation modeling was used to confirm the factor structure of the measurement model and to analyze the structural model. A two-step cluster analysis using log-likelihood distance measure and Akaike's Information Criterion was conducted to explore consumer profiles and past behavior.
Findings
Based on the model results, CCO positively impacts apparel sustainability knowledge, attitude toward purchasing sustainable apparel, perceived norm and sustainable apparel purchase intention. Attitude and perceived norm also impact sustainable purchase intention. The two-step cluster analysis, based mainly on sustainable past behavior, reveals that the group of sustainability engaged consumers knows more about apparel sustainability, has a stronger intention to purchase sustainable apparel, is more cosmopolitan and shows a higher tendency to follow social norms. Consumers in this group also tend to live in metropolitan areas and are slightly younger than unengaged consumers.
Originality/value
This study expands CCO research linking two major trends in society and industry: cosmopolitanism and sustainable apparel consumer behavior. The study reveals that CCO uplifts consumers' sustainable behavior and provides evidence in support of CCO as a driver of sustainable consumer behavior. Moreover, results imply a positive future outlook for the diffusion of sustainable apparel, as well as a much-needed mainstream consumer adhesion to more sustainable lifestyles. Given the repercussions of the findings, this research has numerous theoretical as well practical implications.
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C. Min Han, Hyojin Nam and Danielle Swanepoel
The study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how…
Abstract
Purpose
The study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how it affects consumer trust and purchase intentions for foreign brands in developing countries in Asia. In addition, the authors examine boundary conditions for these hypothesized PBL effects.
Design/methodology/approach
Using consumer survey data from three countries in Southeast Asia (the Philippines, Vietnam and Myanmar), the authors empirically validate the positive effects of PBL on consumer trust and purchase intentions for foreign brands in developing countries.
Findings
The findings support the social identity theory conceptualization of PBL for foreign brands, in which it can create identification-based trust (Tanis and Postmes, 2005) and active ownership through a process of self-stereotyping (van Veelen et al., 2015).
Originality/value
The findings suggest that social identity theory can be a promising theoretical framework for conceptualizing PBL and gaining a deeper insight into its mechanization and how it impacts consumers.
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The economy of China has developed rapidly, and its international status has quickly risen in the past 30 years. China is shifting from a major exporter into a major consumer…
Abstract
Purpose
The economy of China has developed rapidly, and its international status has quickly risen in the past 30 years. China is shifting from a major exporter into a major consumer, becoming an essential part of the international market. However, some global brands make wrong market decisions because of a lack of understanding of Eastern consumer culture.
Design/methodology/approach
Based on consumer xenocentrism, this paper helps global enterprises better understand Chinese consumers' psychology in foreign goods, which is conducive to the development of transnational trade. This study proposes a hypothesis model based on previous literature. The authors collected 300 questionnaires from China and tested the model by SPSS24 and AMOS24.
Findings
The findings show that curiosity and country of origin positively affect consumer xenocentrism, consumer xenocentrism has a positive impact on word-of-mouth and purchase intention, word-of-mouth plays a mediating role in xenocentrism and purchase intention and social comparison tendency plays a moderating role in consumer xenocentrism and purchase intention. Simultaneously, this paper develops a scale measuring consumer xenocentrism to provide some quantitative support for this research.
Originality/value
The authors propose some suggestions basing on the research of consumer xenocentrism and provide some further directions.
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Amonrat Thoumrungroje, Adamantios Diamantopoulos and Nathalie Caroline Scherer
Drawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic…
Abstract
Purpose
Drawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic products objectively outperform their foreign counterparts.
Design/methodology/approach
We develop and test a model linking xenocentrism to consumers’ preference towards domestic vs. foreign products by (1) examining the mediating role of consumers’ ability to identify the superior product and (2) assessing the role of product involvement in potentially moderating this relationship. An experimental design was employed, whereby respondents (Thai consumers, N = 579) were asked to compare two products in the same product category, one foreign and one domestic. In one condition, the foreign product outperformed the domestic one on a range of relevant product attributes, whereas in a second condition, the opposite was the case.
Findings
Our findings provide clear evidence that xenocentric consumers often cannot recognize the superiority of domestic products and, even if they do, they still exhibit preferences toward (inferior) foreign products. Thus, for xenocentric consumers, it seems that the country of origin (COO) overrides other cues and often results in suboptimal product choices.
Originality/value
Our study adds to our theoretical understanding of the functioning of the consumer xenocentrism construct and has important implications for foreign companies targeting xenocentric consumers as well as for local firms seeking to counteract xenocentric tendencies.
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Donata Tania Vergura, Cristina Zerbini, Beatrice Luceri and Rosa Palladino
The research carried out a bibliometric analysis of the literature on environmental sustainability from a demand perspective by analyzing the scientific contributions published in…
Abstract
Purpose
The research carried out a bibliometric analysis of the literature on environmental sustainability from a demand perspective by analyzing the scientific contributions published in the last twenty years.
Design/methodology/approach
A bibliometric analysis was carried out to outline the scientific studies development, identifying the most discussed topics and those that would require future research. In total, 274 articles published between 1999 and 2021 were collected through the Web of Science database and analyzed with the SciMAT software.
Findings
By systematizing the literature results, the study revealed a steady growth in the number of publications and in the research areas, highlighting a substantial evolution of the research topic.
Research limitations/implications
The study contribute for conceptual, methodological and thematic development of the topic, systematizing the results of existing studies and providing useful indications for the promotion of sustainable consumer habits.
Originality/value
The study attempts to bridge the gap in current literature by offering a holistic view on the role of consumer behavior in pursuing sustainability goals, identifying both the most treated areas and the emerging ones that can represent opportunities for future research.
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Fei Long, Miraj Ahmed Bhuiyan, Muhammad Khalilur Rahman and Norzalita Abd Aziz
The objectives of this study are to examine the impacts of CSR on purchase intentions either directly or indirectly and to investigate the moderating effects of consumer…
Abstract
Purpose
The objectives of this study are to examine the impacts of CSR on purchase intentions either directly or indirectly and to investigate the moderating effects of consumer ethnocentrism on the relationship between CSR and purchase intentions.
Design/methodology/approach
This study utilized an online self-administered survey for data collection. All the measurement items were adopted or adapted from prior research concerning international marketing (Churchill, 1979). Concerning rating scales, the items of CSR, brand attitudes, and consumer ethnocentrism were measured from 1 (strongly disagree) to 7 (strongly agree), and the items of purchase intentions were measured from 1 (strongly disagree) to 5 (strongly agree).
Findings
The empirical findings suggest that CSR significantly influences purchase intentions directly and indirectly via brand attitudes. Besides, consumer ethnocentrism strengthens the positive effects of CSR on brand attitudes and purchase intentions.
Originality/value
This research sheds light on young Chinese consumers' purchase behaviors, which could facilitate Western brands implementing effective and efficient marketing strategies in the Chinese market.
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Petri Lintumäki and Oliver Koll
Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans…
Abstract
Purpose
Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification.
Design/methodology/approach
A multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans.
Findings
Team distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group.
Practical implications
To build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects.
Originality/value
This is the first study that assesses the potential differences behind fans' social identification with local and distant teams.
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Maria Teresa Trentinaglia, Daniele Cavicchioli, Cristina Bianca Pocol and Lucia Baldi
The goal of this study is to understand if ethnocentrism exists at the sub-regional level among honey consumers living in the same production area as a protected designation of…
Abstract
Purpose
The goal of this study is to understand if ethnocentrism exists at the sub-regional level among honey consumers living in the same production area as a protected designation of origin (PDO). Moreover, this analysis explores if ethnocentrism is influenced by individual economic conditions, among other socio-demographic characteristics.
Design/methodology/approach
A sample of 725 consumers was collected through the use of a questionnaire that was circulated in the province of Varese, one of the few honey PDO areas in Italy. The authors performed a principal component analysis and a two-step cluster analysis to identify different PDO honey consumer segments, focusing on their interest for PDO attributes.
Findings
The authors identified four consumer segments, depending on socio-demographic, consumption habits, frequencies, preferred attributes and preferences for the PDO product. One cluster exhibited strong preferences for the PDO honey, in the spirit of ethnocentrism, and was characterised by low-income levels; ethnocentric preferences were also observed in another cluster that had a different socio-economic profile.
Research limitations/implications
Honey is a niche product and not universally diffused among consumers: further analyses should investigate sub-national ethnocentrism for more universal food products. Yet, through the inspection of the different profiles found, it was possible to devise marketing strategies to boost PDO honey purchasing and to bring consumers closer to PDO products.
Originality/value
This analysis considers ethnocentrism as a segmentation criterion for PDO honey consumers that live in the very same PDO honey production area and enriches the existing literature on the relationship between ethnocentrism and individual economic status.
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