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Article
Publication date: 15 February 2021

Ningning Feng, Airong Zhang, Rieks D. van Klinken and Lijuan Cui

The purpose of this paper is to develop an integrative model where perceived competence, perceived warmth and “clean green image” of an exporting country are drivers for…

Abstract

Purpose

The purpose of this paper is to develop an integrative model where perceived competence, perceived warmth and “clean green image” of an exporting country are drivers for Chinese consumers' trust in food quality and food safety, which in turn predict their willingness to buy fresh fruit from this country.

Design/methodology/approach

Participants (N = 1,583) from the three metropolises in China were surveyed on their perceptions of the competence, warmth and clean green image of seven contrasting exporting countries and their trust in quality, trust in safety and willingness to buy fresh fruit imported from those countries.

Findings

Results support the proposed integrative model, explaining 39%–55% of the variance in willingness to buy. Clean green image was the strongest predictor of willingness to buy through enhanced trust in food quality. The effects of country competence and warmth on willingness to buy through trust in food safety and quality varied with exporting country.

Research limitations/implications

The integrative model and findings of this study can help agri-food industries develop an in-depth understanding of Chinese consumers and to develop targeted strategies to increase willingness to buy through improving consumer trust in food quality and safety.

Originality/value

This study extends the country image framework which previously only consisted of human characteristics (i.e. perceived competence and warmth) by incorporating environmental characteristics (i.e. clean green image) in examining consumers' willingness to buy imported fresh fruit.

Details

British Food Journal, vol. 123 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 18 October 2018

Yung-Shen Yen

While the idea that consumer ethnocentrism influences the willingness to buy domestic products is a well-known assumption for marketers, the purpose of this paper is to

Abstract

Purpose

While the idea that consumer ethnocentrism influences the willingness to buy domestic products is a well-known assumption for marketers, the purpose of this paper is to examine the moderating effect of consumer ethnocentrism on the willingness to buy domestic products in developing countries.

Design/methodology/approach

Hierarchical moderator regression analysis and simple slope analysis are used to test the postulated hypotheses, and 385 consumers in Taiwan are studied.

Findings

The findings revealed that consumer ethnocentrism, perceived quality, perceived price and perceived brand image are significantly associated with the willingness to buy domestic products. Moreover, consumer ethnocentrism significantly moderates the relationships of the model.

Research limitations/implications

Consumer ethnocentrism increases the positive effects of perceived quality and perceived brand image on the willingness to buy domestic products in developing countries, whereas it may increase the negative effect of perceived price on the willingness to buy domestic products.

Practical implications

The results of this study suggest that practitioners should not only improve the quality and brand image of domestic products but also avoid putting a high price on domestic products to increase the willingness to buy domestic products for consumers in developing countries.

Originality/value

This study advances the consumer ethnocentrism theory by adding the moderating effect of consumer ethnocentrism to the model.

Details

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

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Article
Publication date: 22 November 2018

Gongxing Guo, Hongwei Tu and Bao Cheng

This study aims to clarify the relationship between two plausible conflicting attitudes in cross-cultural context-consumer affinity and consumer ethnocentrism (CET) and to

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1202

Abstract

Purpose

This study aims to clarify the relationship between two plausible conflicting attitudes in cross-cultural context-consumer affinity and consumer ethnocentrism (CET) and to explore their interactive effect on product trust and willingness-to-buy.

Design/methodology/approach

A total of 392 usable responses were obtained. Previously validated scales of consumer affinity, CET, product trust and willingness-to-buy were used and showed good reliability. Hierarchical multiple regression and the bootstrapping method were conducted to test the hypotheses.

Findings

This study revealed that consumer affinity is positively associated with product trust, which in turn promotes consumers’ intention to buy products from the affinity country; CET moderates the relationship between consumer affinity and product trust; and CET also moderates the mediating effect of product trust on the relationship between consumer affinity and willingness-to-buy.

Research limitations/implications

First, this study helps to explain how consumer affinity boosts willingness-to-buy, and it reveals the type of consumers whose product trust is most notably influenced by their level of ethnocentrism. Second, this study examines the moderating effects of CET on the relationship between consumer affinity and product trust, which can help to identify the situations in which consumer affinity influences product trust most strongly. Third, this study examined the interactive effect of consumer affinity and CET on product trust and its subsequent effect on willingness-to-buy. The findings help to explain the CET’s critical role in the effect of consumer affinity by relating it to the literature of product trust and willingness-to-buy.

Practical implications

Given the crucial role that consumer affinity plays in improving consumers’ trust in and buying intention for a country’s products, governments, multinational enterprises and international marketers should strategically construct, maintain and magnify a positive national image to the world. This study’s results also clarify that consumer affinity does not conflict with CET; not only can they coexist but also they are positively related. The crucial implication is that CET is not always a barrier to purchasing foreign products.

Originality/value

Although research interest in consumer attitudinal conflict issues is increasing, the real relationship and interactive effects of plausible conflicting attitudes between consumer affinity and CET remain to be understood. This study bridges a gap between CET and willingness-to-buy by considering the boundary conditions of consumer attitudes toward a specific country (inherent in consumer affinity). Furthermore, this study is, to the best of the author’s knowledge, the first to link consumer affinity with willingness-to-buy through the mediating effect of product trust. These findings are helpful for understanding how consumer affinity positively effects willingness-to-buy.

Details

Journal of Consumer Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 31 July 2008

Tien‐Shang Lee and Feng‐Fu Chen

The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan.

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1167

Abstract

Purpose

The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan.

Design/methodology/approach

Using 284 completed questionnaires, LISREL and multi‐group analysis were employed to examine the relationships among country image, product beliefs, affect, familiarity, world‐mindedness, and willingness to buy.

Findings

The empirical research results showed that country image has no direct influence on Taiwanese consumers' willingness to buy, but it has indirect influence on Taiwanese consumers' willingness to buy via product beliefs. However, affect has both direct and indirect influence on Taiwanese consumers' willingness to buy, and affect is observed to have stronger influence on product belief than on Taiwanese consumers' willingness to buy.

Practical implications

Taiwanese enterprises having ongoing mass production in China are recommended to prominently feature their original Taiwanese brand names and technology cooperation with developed countries to build up positive country image.

Originality/value

By introducing the concept of world‐mindedness, this research generalized the conclusion drawn by earlier research in the context of Taiwan.

Details

International Journal of Commerce and Management, vol. 18 no. 2
Type: Research Article
ISSN: 1056-9219

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Article
Publication date: 9 July 2021

Faruk Anıl Konuk

The main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food.

Abstract

Purpose

The main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food.

Design/methodology/approach

The data were collected using a questionnaire from female consumers and analyzed with structural equation modeling.

Findings

The structural equation model results revealed that food safety concern and environmental concern influence feeling guilty about buying conventional food products. The empirical findings also supported the positive effect of feeling guilty on willingness to buy organic food. Additionally, for mother consumers, the impact of food safety concern and environmental concern on feeling guilty was greater than non-mother consumers. Similarly, moderator analyses revealed that the influence of feeling guilty on willingness to buy organic food is significantly higher for mothers.

Originality/value

Referring to the attitude-behavior-context (ABC) theory, the current research aimed at filling the knowledge void by examining how motherhood moderates the relationship between feeling guilty and willingness to buy organic food. Hence, understanding the moderation role of motherhood provides newer insights into consumer behavior and marketing literature. The results of the research can help both organic food producers and retailers to develop successful marketing strategies.

Details

Baltic Journal of Management, vol. 16 no. 5
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 14 September 2015

Isaac Cheah, Ian Phau, Calvin Chong and Anwar Sadat Shimul

The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating…

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6402

Abstract

Purpose

The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity on willingness to buy luxury brands.

Design/methodology/approach

A convenience sampling method was employed. Survey questionnaires were distributed by mall intercept to quasi-random samples in downtown Perth, Western Australia for completion and return. The return yielded 779 usable questionnaires, the data from which were analysed using SPSS 22.

Findings

The findings support the influence of brand prominence on purchase intention for luxury brands. It has also been found that social influence has a significant influence on physical vanity and willingness to buy luxury brands. However, some relationships with and isolations from the earlier studies have been identified.

Practical implications

This study provides some meaningful insights for marketing managers regarding brands prominence that they can use in better understanding the consumers’ intention to buy luxury products. A luxury goods manufacturer may want to be cautious to not over popularize its trademark for short-term gains. There must be a delicate balance between the uses of prominent and subtle signals in luxury branding in order to maintain value as a prestigious label.

Originality/value

Previous studies have mainly focused on the antecedents of willingness to buy luxury brands, whereas this paper incorporates the construct of brand prominence, adding new insights into the construct.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 26 April 2013

Richard Lee and Kyung Tae Lee

Consumer animosity is often used to explain consumers' boycott of products from a foreign country in a dispute. However, these studies are mainly cross‐sectional. The…

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1765

Abstract

Purpose

Consumer animosity is often used to explain consumers' boycott of products from a foreign country in a dispute. However, these studies are mainly cross‐sectional. The purpose of this paper is to investigate temporal changes in two distinct consumer‐animosity dimensions – i.e. historical and contemporary – and their influences on judgment of and willingnesstobuy foreign products.

Design/methodology/approach

Sampling came from a mall‐intercept survey in Japan during the height of a recent Japan‐China dispute (n=139), followed by a similar survey six months later (n=157). Identical questionnaires tapped Japanese consumers' historical animosity (HA), contemporary animosity (CA) and ethnocentrism dispositions, and judgment of and willingness to buy Chinese products. The data were fitted using structural equation modelling.

Findings

The results indicate that both CA and HA lowered willingness to buy Chinese products during, but not after, the dispute. CA was consistently stronger than HA in influencing willingness to buy. By contrast, product judgment did not influence willingness to buy during the dispute. That is, animosity dispositions overshadowed objective product evaluation during the dispute. After the dispute, only product judgment directly influenced willingness to buy, and HA indirectly influenced willingness to buy via product judgment. CA weakened after the dispute, but HA remained stable over time. Product judgment was lower during the dispute. Consumer ethnocentrism interacted only with CA during but not after the dispute.

Practical implications

International dispute heightens the salience of present‐day issues such as unemployment rather than of historical conflicts. Although product judgment was affected, the downside to foreign firms is temporary. Domestic firms can only take short‐term advantage, but long‐term edge remains improving product judgment.

Originality/value

Despite extensive research into the influence of consumer animosity on consumer behaviour, surprisingly little research has attempted to investigate the temporal characteristics of the consumer animosity, let alone investigate its distinct dimensions. In this study, the authors attempt to show that unless one considers the potential temporal changes to individual consumer‐animosity dimensions, sweeping conclusions from single‐shot studies may yield an incomplete picture and even misguide managerial initiatives.

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Article
Publication date: 24 April 2007

Stephan Zielke and Thomas Dobbelstein

The purpose of this paper is to identify factors influencing customers' willingness to purchase new store brands.

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7800

Abstract

Purpose

The purpose of this paper is to identify factors influencing customers' willingness to purchase new store brands.

Design/methodology/approach

The paper develops a 3×3 design to investigate the impact of price and quality positioning on the willingness to purchase new store brands in five product groups. A total of 990 respondents completed a questionnaire about store brand perception, aspects of purchasing behavior and willingness to buy. Data are analyzed with analysis of variance and partial least squares.

Findings

The paper finds that customers' willingness to buy new store brands differs between different product groups. It is lowest for product groups associated with high social risk. Accordingly, premium store brands are preferred for these categories. The influence of price is small and nonlinear. Furthermore, the attitude towards a specific store brand has a large impact on customers' willingness to purchase, while the attitude toward store brands in general is less important. The drivers influencing customers' attitude towards specific store brands depend on the respective product group.

Practical implications

The results indicate that price is not the only factor influencing customers' willingness to buy new store brands. Therefore, the results encourage retailers to position store brands also in premium segments, especially for product groups where social acceptance is important.

Originality/value

This paper differs from other papers in the literature in that it analyses factors influencing the success of new store brands. Furthermore, it analyzes many different potential influencing factors, namely product group, price and quality positioning, store brand perceptions, attitudes and aspects of purchasing behavior.

Details

Journal of Product & Brand Management, vol. 16 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 July 2002

Sanjeev Agarwal and R. Kenneth Teas

Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross‐national…

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2878

Abstract

Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross‐national applicability of marketing models, which are originally generated for a single market – usually the USA – are rare. This study tests the standardizability of the Dodds, Monroe, and Grewal model that explains consumers’ willingness to buy based on extrinsic cues – such as brand name, price, and retailer reputation – and on their perceptions of quality, sacrifice, and value. The study examines the model via experiments conducted in the USA, Belgium, and Sweden. The results suggest that while the model is supported across countries, the relative importance of the extrinsic cues may vary across countries.

Details

Journal of Product & Brand Management, vol. 11 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 March 2020

Zohra Zinoubi Ghali

This paper aims to study the influence of organic food perceived values (utilitarian vs hedonic) on consumer willingness to buy and willingness to pay in a developing country.

Abstract

Purpose

This paper aims to study the influence of organic food perceived values (utilitarian vs hedonic) on consumer willingness to buy and willingness to pay in a developing country.

Design/methodology/approach

This paper utilized a survey of 467 Tunisian consumers of organic olive oil. Data were analyzed using structural equation modeling (SEM) to test the reliability and validities of constructs, as wells as model fit and the structural model.

Findings

The findings indicate that both utilitarian and hedonic values have significant influence on consumer willingness to buy and to pay for organic olive oil. The hedonic value has a stronger influence on willingness to buy while the utilitarian value has a stronger influence on willingness to pay.

Research limitations/implications

This study contributes to knowledge regarding the relationships between organic food perceived value and consumer willingness to buy and to pay. Findings provide clear ways for practitioners to communicate the perceived values of their organic foods in order to increase their consumption.

Originality/value

This paper is one of the rare studies that focuses on willingness to buy and to pay for organic food in a developing country. In addition, it is a first attempt to test the consumer perceived values of organic olive oil in the context of one of the biggest producer countries of this type of food.

Details

British Food Journal, vol. 122 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

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