Articlegreen2012

INFLUENCE OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTIONS: CASE OF CROATIA

Nataša Renko · Biljana Crnjak-Karanović · Matea Matić

38 citations0/0 files storedUniversity of Zagreb University Computing Centre (SRCE)

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

In this paper the author examine the effects of consumer ethnocentrism on purchase intentions towards domestic and foreign products, and also provides useful information on marketing implications derived from the obtained results. The purpose of this study is to determine the impact of consumers' ethnocentric tendencies on purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in a developing country such as Croatia. The research instrument was a questionnaire and the data were collected through personal interviews using the representative sample of 1000 respondents. Factor analysis and Spearman correlation coefficient were used to test the research hypothesis. It was determined that consumers' ethnocentric tendencies play a significant role in predicting purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in Croatian market. Results indicate that consumer's ethnocentric tendency positively related to intention to purchase local products and negatively related to products from former Yugoslavia and European Union.

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References

1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 2004Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach 2001The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies 1994Consumer Perception of Product Quality and the Country-of-Origin Effect 1 1995Small town shopping decline: dependence and inconvenience for the disadvanged 2007Ethnocentric beliefs and country‐of‐origin (COO) effect 1992A Note on the Predictive Validity of the CETSCALE

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