PurposeThe purpose of this study is to examine the effects of consumer ethnocentrism and animosity on the importance of country-of-origin in food product evaluation. It also tested the moderating effect of purchase frequency.Design/methodology/approachData were collected from dairy consumers residing in China. The research model was tested using structural equation modelling with AMOS.FindingsThe results indicated that the importance of country-of-origin in product evaluation is not necessarily driven by consumer ethnocentrism or animosity. Only among frequent purchasers, a higher level of consumer ethnocentrism or animosity can be associated with more importance of country-of-origin in product evaluation.Originality/valueDespite the significant role of purchase frequency, this factor has been less considered in the existing literature on consumer ethnocentrism and animosity. This study represented an initial attempt to the role of purchase frequency in the effects of consumer ethnocentrism and animosity on food product evaluation. It revealed that purchase frequency should be adopted as a moderating factor in future studies in this field.
Chapter four turns to a more intimate form of affiliation than either nation or community: family. The period from the 1970s onward has produced the greatest concentration of cycles since modernism, because writers embraced the cycle to express the contingency of being ethnic and American. Family, rather than community or time, is the dominant linking structure for many of these cycles, reflecting how immigration laws placed family and education above country of origin. This chapter focuses on the role of family in the production and reception of Amy Tan’s The Joy Luck Club (1989), Julie Alvarez’s How the García Girls Lost Their Accents (1991), and Jhumpa Lahiri’s Unaccustomed Earth (2008). These cycles argue that subjectivity—and by extension gender and ethnic attachments—derives not only from biological relationships but also from “formative kinship,” which originates in shared experiences that the characters choose to value.
Consumer ethnocentrism that is evaluated of suitability on moral grounds of buying foreign a product by consumers is important for understanding their purchasing preferences. The aim of this study is to research the effect of country of origin and socio-psychologic factors consist of cultural openness, collectivism/individualism, conservatism on consumer ethnocentrism. In the study, data were gathered through a survey technique from consumers in the city center of Kars and these data were analysed by using SPSS 18. According to analysis, there are impact of country of origin, collectivism/individualism and conservatism on consumer ethnocentrism.
The current research is empirically investigated the impact of country of origin and consumer ethnocentrism on growing customer trend directly also through global marketing as mediating variable. It is also assessed the impact of global marketing on growing consumer trend. By deploying Structural Equation Modeling with AMOS, three independent variables were analyzed, country of origin (CoC), global marketing (GM), consumer ethnocentrism (CE) and growing consumer trend (GCT) as dependent variable. The findings showed that both country of origin (CoC) and consumer ethnocentrism (CE) have significant effect on global marketing (GM) as well as on growing consumer trend (GCT). Further, global marketing (GM) successfully mediated and showed significant effect of both country of origin and consumer ethnocentrism. Finally global marketing has significant impact on growing consume trend.
TÜKETİCİLERİN ETNOSENTRİK EĞİLİMLERİNDE ROLÜ OLAN FAKTÖRLERİN ETKİSİNİN İNCELENMESİ: KARS İLİNDE BİR UYGULAMA