Open Access
Consumer Xenocentrism and its Impact on Foreign Product Purchase Intentions: An Empirical Investigation
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Department of Management, University of Auckland, New Zealand
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Department of Management, University of Auckland, New Zealand
Abstract
This study empirically investigates the influence of consumer xenocentrism on the purchase intention for foreign products. Drawing upon existing literature, we define consumer xenocentrism as a consumer's belief that foreign products are inherently superior to domestic products, leading to a preference for foreign goods. A quantitative research design was employed, utilizing a survey method to collect data from a sample of adult consumers across multiple regions. Measures included established scales for consumer xenocentrism, product attitudes, country-of-origin image, perceived quality, perceived value, and purchase intention. The findings indicate a significant positive relationship between consumer xenocentrism and the purchase intention for foreign goods, suggesting that higher levels of xenocentrism are associated with a greater likelihood of purchasing foreign products. This research contributes significantly to the understanding of consumer behavior in globalized markets, offering profound theoretical insights into the complex dynamics of xenocentrism and providing comprehensive practical implications for international marketers, especially in diverse and emerging economies.
How to Cite
Dr. Hannah J. Whitaker, & Dr. Samuel T. McKenzie. (2025). Consumer Xenocentrism and its Impact on Foreign Product Purchase Intentions: An Empirical Investigation. Frontiers in Strategic Management, 2(02), 1–26. https://doi.org/10.64917/fsm-002
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