Article2019

The moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions

47 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values Psychology of Moral and Emotional Judgment

Abstract

Purpose This paper aims to develop a model that explains the moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. The authors build their work on moral foundations theory and the social theories of Emile Durkheim. Design/methodology/approach Theory-building from general theories of motivation is grounded in cultural norms, and empirical research is conducted to test theoretical propositions. Findings The focus is on the theoretical implications of binding or individualism morals of consumers within social groups. Consequently, variables in the model relate to ethical themes of community, autonomy and divinity. This theory posits that, for a variety of considerations, loyalty has a direct and positive effect on consumer ethnocentrism and on consumer cosmopolitanism. Serendipitously, other moral foundations have negative effects. The authors theorize that negative relationships exist between authority and consumer cosmopolitanism, and between sanctity and consumer ethnocentrism. This model also illustrates that consumer ethnocentrism positively predisposes favorable domestic product judgments. Research limitations/implications New ethical factors in consumer dispositions affecting product purchase decisions are explored. Hypotheses can be empirically replicated and moderated in future research. Practical implications Marketers can use the variables of personal values, moral foundations and gender role identity to fashion marketing communications and to target selective consumer segments. Social implications The persuasion process of social marketing will be enhanced by understanding relevant motives. Originality/value The use of the fine-grained moral foundation antecedents to predict consumer predispositions of ethnocentrism and cosmopolitanism is without precedent.

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References

1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1989The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey 2014Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity 2009Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes 2006Consumer ethnocentrism: an integrative review of its antecedents and consequences 2006Acculturaton to the global consumer culture: Scale development and research paradigm 1999Trying to Be Cosmopolitan 2006Moral Identity and Judgments of Charitable Behaviors

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