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Article
Publication date: 1 December 2002

Taewon Suh and Ik‐Whan G. Kwon

This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers’ mind and behavior. Using samples from two countries (USA, n…

6651

Abstract

This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers’ mind and behavior. Using samples from two countries (USA, n = 120 and Korea, n= 128), this study explored a path model centered on consumers’ reluctance to purchase foreign goods. The findings indicated that, in the US sample only, consumer ethnocentrism plays a mediating role between global openness and the reluctance to buy, although it is on the decrease with the increasing level of global openness. Consumer ethnocentrism is still an important factor in determining the magnitude of reluctance to buy a foreign product in both samples, while product judgment also plays an important role, but only in a certain cultural context (i.e. the USA). It is concluded, therefore, that consumers in a different culture, who are different in their attitudes and perceptions, tastes and preferences, and values, are still different even after being exposed to the massive wave of globalization.

Details

International Marketing Review, vol. 19 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 18 August 2021

Pranay Verma

The purpose of this paper is to investigate if animosity outbreaks against China result in a consumer’s reluctance to buy Chinese goods. It further studies the relationship of…

Abstract

Purpose

The purpose of this paper is to investigate if animosity outbreaks against China result in a consumer’s reluctance to buy Chinese goods. It further studies the relationship of consumer animosity upon boycott and reluctance to buy (RTB).

Design/methodology/approach

A descriptive research design was applied by using the self-administered survey method for collecting data from 473 participants, mostly working graduates from the metropolitan city of Delhi in India. Thereafter, the measurement model was checked by confirming the reliability and validity of the constructs followed by checking for the strength and direction of the proposed hypothesis of the structural model (using SPSS 23 and AMOS 20) and to validate the proposed model developed based on the regret theory.

Findings

All the three types of animosity tend to negatively influence the buying behavior. When markets mature, consumers become concerned about their country’s civil status and boycott goods from hostile countries or places. Through this research, it is possible to find consequences of animosity on Chinese goods consumption, which is RTB. Boycott mediates the animosity relationship with RTB. The regret theory implies that individuals hold self-blame for taking an alternative decision. Domestic market players like local retailers, merchandisers, importers avoiding importing products originating from offending countries would be the managerial implications.

Originality/value

Consumer boycott is not unheard of in a Sino Indian context, but it lacks empirical research. This paper addresses perceived hostilities between two emerging super powers by applying the regret theory.

Details

Review of International Business and Strategy, vol. 32 no. 3
Type: Research Article
ISSN: 2059-6014

Keywords

Article
Publication date: 24 August 2021

Aybegüm Güngördü Belbağ

The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with…

Abstract

Purpose

The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with differences – a factor of universal-diverse orientation (UDO) – and reluctance to purchase German (RELG) and French automobiles (RELF) in the Turkish automobile market which is dominated by foreign brands.

Design/methodology/approach

Empirical data were collected via face-to-face surveys from 400 respondents in the emerging market Turkey. Structural equation modelling was employed to examine the direct and indirect effects between the variables.

Findings

The main predictors of the RELG are consumer ethnocentrism, discomfort with differences and economic animosity towards Germany, respectively. Furthermore, RELF in the Turkish market is positively affected by consumer ethnocentrism, war animosity towards France and discomfort with differences, respectively. Discomfort with differences mediates the relationship between consumer ethnocentrism and RELG and RELF.

Practical implications

International collaborations with local manufacturers have huge strategic impacts when establishing reliable relationships with Turkish consumers. Foreign companies can initiate socially responsible projects that will relay the message of similarities between cultures to decrease perceived cultural differences. Highlighting the similarities of Turkish consumers with a foreign company in promotional campaigns will be much beneficial.

Originality/value

Despite there are many studies regarding antecedents and consequences of consumer ethnocentrism, extant research overlooks the effect of animosity on this concept. Additionally, studies examining UDO in the marketing literature are scarce. This paper integrates UDO, consumer ethnocentrism, animosity and reluctance to purchase foreign products in one study.

Details

International Journal of Emerging Markets, vol. 18 no. 9
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 11 July 2017

Richard Lee, Kyung Tae Lee and Jianyao Li

This study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively. It further examines how the influence of consumer ethnocentrism…

2013

Abstract

Purpose

This study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively. It further examines how the influence of consumer ethnocentrism and animosity on consumer boycott behaviour may vary over time and use the memory theory to explain these temporal differences.

Design/methodology/approach

Part 1 involved an experiment to demonstrate the relationship between consumer ethnocentrism/animosity and semantic/episodic memory. To determine the temporal characteristics of consumer ethnocentrism and animosity, Part 2 involved two quantitative surveys (one each in China and Japan), followed by another two surveys six months later.

Findings

Part 1 showed that consumer ethnocentrism and animosity were underpinned by semantic and episodic memory, respectively. Consistent with memory theory, Part 2 found that consumer ethnocentrism was temporally more stable than animosity. Consumer animosity influenced boycott behaviour during but not after the dispute, whereas consumer ethnocentrism influenced boycott behaviour during as well as the dispute. Finally, consumer ethnocentrism was antecedent to consumer animosity, siding with the relationship between semantic and episodic memory.

Research limitations/implications

Limited to two countries, both with collectivistic culture. A longitudinal approach over multiple phases would further enhance the robustness of the findings.

Practical implications

Understanding the psychological underpinning of consumer ethnocentrism and animosity would allow firms to develop effective marketing strategies to appeal to consumers’ ethnocentric and animosity dispositions.

Originality/value

The first study to examine the psychological underpinnings of consumer ethnocentrism and animosity by drawing on the memory theory.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 7 March 2016

Valeria Sodano, Maria Teresa Gorgitano, Fabio Verneau and Cosimo Damiano Vitale

The purpose of this paper is to investigate attitudes of Italian consumers towards a set of applications of nanotechnology in the food domain. The chief goal is to identify the…

1168

Abstract

Purpose

The purpose of this paper is to investigate attitudes of Italian consumers towards a set of applications of nanotechnology in the food domain. The chief goal is to identify the main factors influencing the willingness to buy nanofoods (WTBN), distinguishing between factors related to the products, in terms of perceived risks and benefits and psychological factors.

Design/methodology/approach

A questionnaire was administered to a sample of about 300 people to gather information about the willingness to buy six nanofoods (namely: creamier ice cream with the same fat content; salt and sugar that do not form lumps with moisture; fruit juices enriched with bioactive molecules; bread enriched with Omega-3; plastic bottles for beer; antimicrobial food packaging for meat) and psychological characteristics, measured by several attitudinal scales. In order to study the influence of the attitudinal factors on the WTBN a simultaneous equations model was estimated, defining both its structural and reduced form.

Findings

Respondents show a certain reluctance to buy foods produced using nanotechnologies The estimates of the econometric model indicate that WTBN is affected by the risks and benefits perceived with respect to the six nanofoods under consideration; the level of neophobia, as captured through the food technology neophobia scale; and the level of trust in food industry.

Originality/value

The study extends the literature on nanofood consumer acceptance by adding useful evidence from the Italian case, which has not yet been studied.

Details

British Food Journal, vol. 118 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 March 1983

dr. Georg Bleile

Scientific investigations into the influence of fluctuations in the economic cycle on tourism have revealed that demand in this sector is indeed dependent on such fluctuations 1)…

Abstract

Scientific investigations into the influence of fluctuations in the economic cycle on tourism have revealed that demand in this sector is indeed dependent on such fluctuations 1). The diagram shows prima vista the close relationship between the fluctuations in the economic cycle and tourism demand in West Germany. However, in some cases there is a typical time‐lag effect on tourism demand in response to fluctuations in the economic situation, which makes it more difficult to accurately diagnose the underlying correlation between the economic cycle and tourism. For example, tourism demand re‐acted with a time‐lag of one year upon the 1968 up‐swing which followed the recession of 1967. The second post‐war recession reached the bottom in 1975, the decline of tourism demand induced by fluctuations of the business cycle however first manifested itself with a time‐lag in the year 1976. The “un‐typical” development of tourism demand in 1975 may be explained validly by economic and psychological factors 2). In the course of the years 1981 and 1982 the dependence of tourism on fluctuations of the business cycle is evident from the diagram. The main causes of this sensitivity on the part of tourism demand to changes in the economic situation can be attributed to economic and psychological factors. The demand by private households for a vacation and for recreational travel depends to a very large extent on the growth of the real income available to the private households. The comparatively high rates of growth of private households' real incomes — accompanied by a large increase in leisure time — during the sixties and early seventies prevented heavy recessions of tourism demand in cyclical downswing phases. Any stagnation or decline in real income of private households, registered for the first time in the post‐war period during the recession‐years 1981 and 1982 in West Germany, has a negative effect on tourism demand. Increased numbers of unemployed during a recession encourages uncertainty and pessimism regarding future economic development, leading many households to increase the amount of money they hold in the form of savings. It is true that consumers sooner show reluctance to buy durable consumer goods (for example cars, household appliances etc.) than to buy vacation travel. The annual vacation journey has changed — in general opinion — from a “luxury good” to a necessity or has today become for many people a “status symbol” nobody likes to give up. It should also be pointed out that such fluctuations in tourism demand resulting from the economic situation are not as pronounced as fluctuations in demand that can be observed in other sectors such as in the construction industry, in the automobile sector or in the furniture industry.

Details

The Tourist Review, vol. 38 no. 3
Type: Research Article
ISSN: 0251-3102

Article
Publication date: 31 July 2009

Mei Rose, Gregory M. Rose and Aviv Shoham

This paper aims to highlight the importance of examining sub‐cultural attitudes when assessing the animosity of individuals from one nation toward the products of other nations.

2948

Abstract

Purpose

This paper aims to highlight the importance of examining sub‐cultural attitudes when assessing the animosity of individuals from one nation toward the products of other nations.

Design/methodology/approach

The context chosen, Arab and Jewish Israelis' attitudes toward the UK and Italy, provides a strong setting to test the influence of animosity on product judgments and willingness to purchase products from these nations. Attitudes toward British and Italian products were collected in shopping malls and community centers in middle class neighborhoods in Northern Israel. A total of 112 Arab Israeli and 111 Jewish Israeli consumers were sampled.

Findings

Both animosity and consumer ethnocentrism led to a decreased willingness to purchase a nation's products. Arab Israelis felt more animosity toward the UK than Jewish Israelis, which negatively impacted their product judgments of British products.

Originality/value

Previous research on the impact of animosity on foreign products has generally looked at nations as a whole, examined contexts where animosity was fairly distant (e.g. Chinese animosity toward Japan from the second world war), and found that animosity does not affect product judgments. The paper examines a more immediate context (current attitudes among Arab and Jewish Israelis), highlights the importance of considering subcultures when studying animosity, and finds that animosity can and does affect the product judgments of foreign products when felt animosity is strong.

Details

Journal of Consumer Marketing, vol. 26 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 2 November 2021

Giada Mainolfi

Using trade tensions as a background scenario, the study aims to investigate the dynamics of coexistence between cosmopolitan trends and the patriotic moods of luxury consumers…

Abstract

Purpose

Using trade tensions as a background scenario, the study aims to investigate the dynamics of coexistence between cosmopolitan trends and the patriotic moods of luxury consumers, and how these feelings interact with both economic animosity and intention to buy luxury products originated in the hostile country.

Design/methodology/approach

The analytical framework was tested through an empirical survey carried out on Russian and Chinese consumers. In total, 766 questionnaires were collected and were analysed using structural equation modelling method.

Findings

Results confirm that patriotic sentiments and economic-based feelings are negatively associated with intentions to buy luxury products that originated in the hostile area. Furthermore, results show that cosmopolitanism positively influences intention to buy. However, the positive effect of patriotism on economic animosity combined with its indirect effect on the intention to buy may reduce the strength of luxury products.

Practical implications

The study has practical implications since it identifies strategic suggestions for luxury companies' managers. More specifically, they have to be aware of the patriotic trends affecting Russian and Chinese consumers and should actively seek to leverage local partners' knowledge in order to better connect with customers' expectations.

Originality/value

The study contributes to a better understanding of the influence exerted by cosmopolitan orientation and patriotic feelings on luxury goods purchase intentions. The study also examines cosmopolitanism and patriotism as antecedents of animosity, which have not been extensively researched in the past with respect to the luxury sector.

Details

International Marketing Review, vol. 39 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 15 February 2008

Efthimia Tsakiridou, Christina Boutsouki, Yorgos Zotos and Kostantinos Mattas

The aim of this paper is to identify consumers' attitudes and behaviour towards organic products in Greece.

15102

Abstract

Purpose

The aim of this paper is to identify consumers' attitudes and behaviour towards organic products in Greece.

Design/methodology/approach

This paper draws on a non‐probability quota sample of 660 respondents to explore the attitudes and behaviour of Greek consumers towards organic food products.

Findings

Greek consumers seem to be informed about environmental and health issues. They seek information about the nutritional value of food and demand more products free from chemical residues. The results show that most consumers associate organic consumption mainly with fruit and vegetables. Although demographics seem to affect attitudes towards organics, their value in explaining actual behaviour is minimal.

Research limitations/implications

It is recognized that the data gathered in this study focus on the metropolitan area of Thessaloniki, Greece. The specific area though, is considered to be representative of the total Greek population. The results confirm that health, concern for the environment, animal welfare and support of the local economy are drivers of organic consumption. However, there is an indication that the importance of motives and barriers may vary for different product categories and perhaps future research should focus on product segmentation.

Practical implications

Although certain similarities in consumers' attitudes towards organic food products have been identified, this paper records the variation in behaviour towards organics among the various consumer groups examined in Greece, and highlights the gap between attitudes and actual behaviour. Given the complexity of consumer decision making, future research should explore the other value trade‐offs that consumers make.

Originality/value

This paper attempts to provide evidence on the relatively under researched area of organics attitudes and behaviour in Greece.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 19 October 2018

Nizar Souiden, Riadh Ladhari and Liu Chang

The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics…

1222

Abstract

Purpose

The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics. In particular, it first investigates the relationships between Chinese ethnocentrism and animosity toward Taiwan, and then it examines the impact of these two factors on the Chinese perception of Taiwanese brand quality and their purchase intent.

Design/methodology/approach

Based on a sample of 605 respondents from China, data were analyzed by structural equation modeling.

Findings

The results show that although Chinese animosity toward Taiwan is moderate, it is significantly driven by ethnocentrism, which has a significant and negative effect on willingness to buy, but not on the perception of Taiwanese brand quality. The Chinese animosity toward Taiwan, however, has negative and significant effects on their perception of Taiwanese brand quality and their intention of purchasing Taiwanese brands.

Research limitations/implications

The immense size of the country has impeded the representativeness of the authors’ sample and the generalizability of the results. Also, the study covers only one type of product.

Practical implications

Forming partnerships with local Chinese businesses and developing strong ties with local communities could be considered as a solution to minimize or circumvent the effect of animosity and might help foreign companies appear more “local.”

Originality/value

In contrast to past studies that investigated ethnocentrism and animosity in the context of countries presenting several differences (e.g. China vs USA), this study investigates the effect of ethnocentrism and animosity in the context of two countries (China and Taiwan) that share cultural, historical, ethnic and geographic characteristics. Despite the strong ties between the two countries, the Chinese have a certain animosity, though moderate, toward Taiwan and consequently are less inclined to buy Taiwanese brands. This implies that Chinese animosity toward a country may be toned down or pronounced, depending on whether they have strong or weak ties with that country.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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