Consumer Xenocentrism and its Impact on Foreign Product Purchase Intentions: An Empirical Investigation

Dr. Hannah J. Whitaker; Dr. Samuel T. McKenzie

Authors

Dr. Hannah J. Whitaker Department of Management, University of Auckland, New Zealand
Dr. Samuel T. McKenzie Department of Management, University of Auckland, New Zealand

Keywords:

Consumer xenocentrism, foreign product purchase intentions, consumer behavior, cross-cultural marketing

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.

References

Areiza-Padilla, J.A. & Cervera-Taulet, A. (2023). Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain. Cross Cultural & Strategic Management, 30(2), 348-374. https://doi.org/10.1108/CCSM-03-2022-0050

Arora, A. S., Arora, A., & Taras, V. (2019). The moderating role of culture in social media-based spatial imagery, consumer xenocentrism, and word-of-mouth for global virtual teams. International Journal of Cross Cultural Management, 19(2), 160-193. https://doi.org/10.1177/1470595819856379

Balabanis, G., & Diamantopoulos, A. (2016). Consumer xenocentrism as determinant of foreign product preference: a system justification perspective. Journal of International Marketing, 24, 58-77. https://doi.org/10.1509/jim.15.0138

Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E. M. & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83–95. https://doi.org/10.1207/S15327663JCP0902_3

Belk, R. (2000). Consumption patterns of the new elite in Zimbabwe. Journal of Macromarketing, 20(288), 204–205.

Camacho, L. J., Salazar-Concha, C. & Ramírez-Correa, P. (2020). The influence of xenocentrism on purchase intentions of the consumer: the mediating role of product attitudes. Sustainability, 12(4), 2-12. https://doi.org/10.3390/su12041647

Dachs-Wiesinger, J. (2018). Do ethnocentrism and xenocentrism lead to irrational consumer behavior? Unpublished doctoral dissertation. Masterstudium Internationale Betriebswirtschaft.

Diamantopoulos, A., Davydova, O. & Arslanagic-Kalajdzic, M. (2019). Modeling the role of consumer xenocentrism in impacting preferences for domestic and foreign brands: a mediation analysis. Journal of Business Research, 104, 587-596. https://doi.org/10.1016/j.jbusres.2018.12.007

Ghaffar, A., Zaheer Zaidi, S.S. & Islam, T. (2023). An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism. Management of Environmental Quality, 34(3), 771-793. https://doi.org/10.1108/MEQ-05-2022-0153

Ghafourian S. A., Behboodi, O., Momen, M. & Hoshyar, V. (2021). The Impact of consumer xenocentrism on the purpose of purchasing foreign products: an analysis of the role of the image of the country of production and brand attitude. Journal of International Business Administration, 4(1), 129-146. https://doi.org/10.22034/JIBA.2021.43009.1578

Hyun, J. & Lee, K. (2022). Authenticity in ethnic restaurants: investigating the roles of ethnocentrism and xenocentrism. Tourism and hospitality management, 28(3), 683-690. https://doi.org/10.20867/thm.28.3.3

Jiang, C. & Christian, R.G. (2023). A conceptual model exploring the emergence of consumer xenocentrism: the role of antecedents and disidentification. Journal of International Consumer Marketing, 35(2), 180-193. https://doi.org/10.1080/08961530.2022.2078756

Kala, D. & Chaubey, D. S. (2016). Country-of-origin effect and consumers’ buying behaviour: an evidence from Indian market. Management Convergence, 7(1), 47–59.

Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikler. Ankara: Asil Publisher.

Kent, D. P. & Burnight, R. G. (1951). Group centrism in complex societies. American Journal of Sociology, 57(3), 256–259. https://doi.org/10.1086/220943

Kisawike, B. (2015). How country of origin, consumer ethnocentrism and consumer xenocentrism impact upon risk and involvement in the malaria medication decision making process in Tanzania. Unpublished Thesis. University of Hull.

Mahmoud, M.A., Mallen-Ntiador, T.N.E., Andoh, D., Iddrisu, M. & Kastner, A.N.A. (2023), Consumer xenocentrism and foreign goods purchase intention in an emerging economy. International Journal of Emerging Markets, 18(3), 567-587. https://doi.org/10.1108/IJOEM-08-2020-0911

Mueller, A., Damacena, C. & Torres, C.V. (2020). The Xenocentrism scale in Brazil: validation with wine consumers. International Journal of Wine Business Research, 32(3), 423-440. https://doi.org/10.1108/IJWBR-05-2019-0035

Mueller, R. D. & Broderick, A. J. (2008). Consumer Xenocentrism: an alternative explanation for foreign product bias. Unpublished Paper. College and University of Charleston, South Carolina, USA.

Mueller, R. D., Wang, G. X., Liu, G. & Cui, C. C. (2016). Consumer xenocentrism in China: an exploratory study. Asia Pacific Journal of Marketing and Logistics, 28(1), 73–91. https://doi.org/10.1108/APJML-11-2014-0158

Najmaldin, G.S. (2020). Menşe Ülke ve Tüketici Zenosentrizminin Türk Markalı Ürünler Satın Alma Niyeti Üzerindeki Etkisi: Kerkük Üzerine Bir Uygulama. Unpublished Thesis. Anadolu University.

Nguyen, N.T. & Pham, T.N. (2021). Consumer attitudinal dispositions: a missing link between socio-cultural phenomenon and purchase intention of foreign products: an empirical research on young Vietnamese consumers. Cogent Business & Management, 8(1), 1-15. https://doi.org/10.1080/23311975.2021.1884345

Pham, T.N. & Nguyen, N.T. (2020). Consumer sentiments: A missing link between personality traits and purchase intention toward foreign products: An empirical study on young Vietnamese consumers. Journal of Southwest Jiaotong University, 55(4), 1-17. https://doi.org/10.35741/issn.0258-2724.55.4.39

Rettanai Kannan, D. (2020). Consumer xenocentrism: antecedents, consequences (and moderators) and related constructs. Unpublished thesis, Carleton University.

Rojas-Méndez, J. I. & Chapa, S. (2019). X-Scale: a new scale to measure consumer xenocentrism. Marketing Intelligence & Planning, 38(3), 354-368. https://doi.org/10.1108/MIP-01-2019-0062

Sheikhepoor, Z., Moshabaki, A., Hosseini, S.H. K. & Moayad, F. M. (2020). Designing a preference model for domestic products according to the role of consumer awareness in the Iranian beverage industry. Consumer Behavior Studies Journal, 7(1), 105-129. https://doi.org/10.34785/J018.2020.463

Zhang, Y. & Zhang, D. (2023). Why the grass is always greener on the other side of the fence? – The research of Chinese consumer xenocentrism: take electronics as an example. Asia Pacific Journal of Marketing and Logistics, 35(12), 3052-3068. https://doi.org/10.1108/APJML-12-2022-1020

Lawrence, S.J. (2012). Consumer Xenocentrism and Consumer Cosmopolitanism: The Development and Validation of Scales of Constructs Influencing Attitudes Towards Foreign Product Consumption. Unpublished doctoral dissertation. Wayne State University.

Kent, D.P. & Burnight, R.G. (2002). Group Centrism in Complex Societies. American Journal of Sociology, 57(3), 256-259. https://doi.org/10.1086/220943

Frontiers in Strategic Management

Article Details Page