The Effects of Cosmopolitanism on Consumer Ethnocentrism, Product Quality, Purchase Intentions and Foreign Product Purchase Behavior

Abstract

The purpose of this study is to investigate the effects of consumer cosmopolitanism on domestic vs. foreign product purchase behavior in three categories of consumer products (alcohol products, clothes, furniture). We develop a conceptual model and identify three additional constructs for foreign purchase behavior, i.e., consumer ethnocentrism, product quality and purchase intentions. The measurement model is examined using a data set of 271 and 261 consumers in Estonia and Slovenia, and tested via structural equation modeling. Study confirms the direct effect of consumer cosmopolitanism in foreign purchase behavior, but rejects the direct relationship between cosmopolitanism and product quality.

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