Evolution of Consumption Behavior of Silver Singles in Poland

Purpose: The purpose of the study is to analyze, based on the author’s own research, the relationship between lifestyle and selected consumer trends reflected in specific consumption behavior of silver singles. Design/methodology/approach: The analysis is based on a survey questionnaire administered between 1 February and 30 October 2019 in a sample of 2476 elderly people living alone in ten Polish cities of various populations and sizes. In accordance with the research assumptions, the sample included persons over 65 years of age who took independent consumption decisions in the market. This research method was chosen in view of the older age of respondents whose openness to new media often used in direct research is limited. Findings: The research shows that among the surveyed silver singles, men more often than women act in line with the cocooning and consumer ethnocentrism trends. It also reveals a strong correlation between cocooning and consumer ethnocentrism on the one hand and the level of education and monthly disposable income of silver singles on the other. As regards sustainable consumption, the proportion of silver singles who declared that they acted in line with that idea was much higher among women than men as well as among university graduates, those earning a monthly income of more than PLN 3000.00, and actively attending UTA courses. Research limitations/implications: Given the limited financial capacity, the study of consumer behavior matching the idea of cocooning, consumer ethnocentrism and sustainable consumption among silver singles was confined to a survey conducted in the biggest Polish cities. It was not possible to carry out research among single seniors living in rural areas. Following the conclusions made, they should not be treated as representative of the population of Polish silver singles. They only provide some insight into actual consumer behaviors of this consumer segment. Originality/value: This article is one of first publications in Poland that seek to provide some insight into consumption behaviors of Polish silver singles that are in line with the idea of selected alternative consumer trends.

Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic

Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemics. Data was collected from 294 online purchasers, and the analysis was conducted utilizing a Partial Least Squares Structural Equation Modeling approach. The results indicate no significant impact on the relationship between the planned online purchase behavior and the country of origin when consumers face a health crisis. Additionally, the outcomes show that attitude toward online shopping positively affects online purchase behavior.

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.

The Role of Animosity, Religiosity, and Allocentrism in Shaping Purchase Intention through Ethnocentrism and Brand Image

With the long history of the relationship between Indonesia and China, various sentiments may arise and influence the consumer purchasing decision. This study aims to determine the impact of animosity towards China, religiosity, and allocentrism of the Indonesians on the intention to purchase Chinese brands smartphones, mediated by consumer ethnocentrism and brand image. This study has 215 valid responses and was carried out using SPSS 25. Structural Equation Modelling (SEM) was performed using AMOS 22. The results show that consumer ethnocentrism is significantly influenced by animosity, religiosity, and allocentrism. Brand image can mediate between consumer ethnocentrism and purchase intention. This study gives a better understanding of Indonesian consumer ethnocentrism with animosity towards China, religiosity, and allocentrism, which will affect the Chinese brand image and Indonesians’ intention to purchase the product.

Global consumer culture and national identity as drivers of materialism: an international study of convergence and divergence

PurposeThis paper studies the sociocultural drivers of materialism cross-culturally. Research in this area is scarce, even though rapid social transformations worldwide, fueled by globalization, make it imperative to identify the conditions under which commonalities and differences in materialistic tendencies are most likely to evidence among consumers as they seek to assert, restore, or enhance their self-concept and status in the context of global consumption trends.Design/methodology/approachThe psychographic determinants of materialism were rigorously validated across a diverse set of eight countries, by investigating which facets of acculturation to global consumer culture and national ethnic identity, along with consumer ethnocentrism, encourage or repel materialism. Using multigroup SEM and other analyses, the authors confirmed construct dimensionality and ascertained the stability of the relationships.FindingsThe most consistent positive drivers of materialism were self-identification with global consumer culture and exposure to American-based global mass media. The results demonstrated the compatibility of national identity and traditions with materialistic tendencies. Materialism was positively related to or independent of consumer ethnocentrism.Research limitations/implicationsThe findings offer consequential insights for both research and practice, although the cross-sectional character of survey research and certain sampling characteristics limit their generalizability.Practical implicationsThe results pinpoint segments that spill over national boundaries, and those that remain geographically constrained, thus providing guidance for marketing and communication strategies to practitioners.Social implicationsThe authors shed light on two widely held yet insufficiently researched assumptions: that the homogenizing effect of global consumer culture may be fomenting materialism worldwide, and that nationalistic, parochially oriented consumers may be more capable of resisting materialistic values.Originality/valueThe study design addresses several shortcomings of prior research, and its findings advance the understanding of materialism and its antecedents by identifying the conditions driving materialistic tendencies.

PENGARUH RELIGIUSITAS DAN SKALA KECERDASAN BUDAYA TERHADAP ETHNOSENTRISME KONSUMEN BAGI PRODUK ASING 2019

This study seeks to understand the complicated relationship between religiosity and ethnocentrism of consumers by examining the mediating variable of cultural intelligence. The empirical model involves a structural equation model (SEM) with a data collection of 684 internet-user respondents. The results show that there was a positive impact of religiosity on consumer Ethnocentrism. In addition, the results also indicate that cultural intelligence strengthens the relationship between religiosity and ethnocentric consumerism. Overall, this study extends the discussion on cultural identity that incorporate into Ricardian model of international trade.

Selected Predictors of Consumer Ethnocentrism in the Food Market (Gender Differences)

This paper aims to identify predictors of consumer ethnocentrism in the food market. An online survey was conducted in a sample of 1000 Polish consumers, which was representative by sex, age, education level, urban–rural divide, and region. The 10-item CETSCALE was applied. In a retrograde stepwise regression model, consumer ethnocentrism in the food market was positively related to tradition and conformity Schwartz values, to the pride of being Polish, and to such product characteristics as the country of origin, distance from the producer, and natural content. It was negatively related to the universalism value and to being a student. To gain further insights into the predictors of consumer ethnocentrism in the food market for either gender, separate regressions were conducted among men and women. Three predictors affected positively and significantly consumer ethnocentrism in the food market both among men and among women, namely the tradition Schwartz value, pride of being Polish, and importance attached to distance covered by the food product from the producer to the shop, which is related to the preference for local food. Moreover, consumer ethnocentrism among men was dependent on their food choice motive–environmental friendliness, whereas consumer ethnocentrism among women was affected by the importance attached to the product’s country of origin, and it was negatively related to women’s younger age.

How does salespeople’s personal interaction affect customers’ word-of-mouth in retailing?

Purpose Drawing on the philosophy of retail service quality, this study aims to empirically investigate how salespeople’s personal interaction affects customers’ positive word-of-mouth (WOM) intention through the lens of affective customer experience and consumers’ cross-cultural attitudes toward domestic or foreign products. Design/methodology/approach The hypothesis was tested with a two-step structural equation model using survey data obtained from 529 shopping center customers in China. Findings The positive impact of salespeople’s personal interaction on customers’ positive WOM intention is fully mediated by affective customer experience. In addition, consumer ethnocentrism strengthens the positive impact of salespeople’s personal interaction on affective customer experience, whereas this study fails to find the moderating effect of foreign product affinity. Practical implications To increase customers’ positive WOM intention, store managers need to encourage their frontline sales personnel to personally interact with customers to support customers’ problem-solving. Also, frontline salespeople should pay more attention to consumers’ cross-cultural attitudes such as consumer ethnocentrism when interacting with their customers. Originality/value By linking affective customer experience and consumers’ cross-cultural attitudes of ethnocentrism and affinity toward domestic or foreign products, this study further extends the knowledge of retail service quality on the relationship between salespeople’s personal interaction and customers’ positive WOM intention.