Young Consumers’ Attitudes toward American products

Abstract

The aim of the study is to analyze the effects of young Turkish consumers’ ethnocentrism and animosity toward USA and consumers’ product judgment about and willingness to buy American products. Hypotheses are tested with data gained from a field survey of a sample of 277 university students studying in Turkey. Path analyzes results reveal that ethnocentrism and consumers’ animosity does not have remarkable effect on product judgment, but ethnocentrism and consumers’ animosity rather than product judgment are good predictors of willingness to buy products originating from USA. At the end, the research findings are discussed and also managerial implications and future research opportunities are presented.

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