摘要 :
This study presents the construct of consumer regional ethnocentrism, which relates to consumer opinions over whether or not it is acceptable and ethical to purchase products from other regions. Although the majority of previous s...
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This study presents the construct of consumer regional ethnocentrism, which relates to consumer opinions over whether or not it is acceptable and ethical to purchase products from other regions. Although the majority of previous studies consider the analysis of consumer ethnocentrism as an international marketing subject affecting the purchase of domestic and foreign products, we consider it necessary to discuss this influential factor in an inter-regional context. Based on the social identity theory, we put forward an antecedents and consequences of regional ethnocentrism model and we also analyze the effect of three moderating variables on some of the relationships contained in the model. Our results, obtained from a representative sample of 138 consumers from Galicia (Spain), support the aforementioned model and show that consumer ethnocentrism is an important factor regarding the intention to purchase not only foreign products but also non-regional products. Other studies should verify the reliability of the Consumer Ethnocentric Tendencies Scale (CETSCALE) in other regional contexts. Companies operating within different regional contexts need to be made aware that consumers with greater ethnocentric tendencies will be more likely to buy their products if they know that they have been produced in their own region or by a regional company. This exploratory paper contributes to existing literature as it is the first of its kind to analyze the construct of consumer ethnocentrism at a regional level, using a representative population sample
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摘要 :
Although research on consumer ethnocentrism is plentiful, there has been limited interest in carrying out such research in a regional setting. However, within the borders of many countries lie strong regional identities which may ...
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Although research on consumer ethnocentrism is plentiful, there has been limited interest in carrying out such research in a regional setting. However, within the borders of many countries lie strong regional identities which may indeed influence the attitudes and behaviours of consumers towards products from both inside and outside their region. This study analyses the attitudes of Galician consumers towards the purchase of products from other regions and assesses their regional or non-regional preferences for different types of products. The study also performs a cluster analysis in order to obtain different consumer profiles based on degree of regional ethnocentrism. In general, it appears that Galician consumers positively view products from their own region and make a conscious effort not to buy products from other regions. However, they do not feel guilty when they purchase non-regional products. They have a strong preference for three Galician products in particular: potatoes, beef and milk.
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Purpose Rooted in the social identity theory (SIT), the study analysed the effect of consumer ethnocentrism as well as other factors on the purchase of labelled regional agricultural products together with the readiness to purchas...
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Purpose Rooted in the social identity theory (SIT), the study analysed the effect of consumer ethnocentrism as well as other factors on the purchase of labelled regional agricultural products together with the readiness to purchase the labelled regional products at a premium price in Germany.Design/methodology/approach The determinants of the consumption of labelled regional agricultural products and the readiness to pay a premium price for the same in Southwestern Germany were analysed via both probit and ordered probit regressions, respectively.Findings Consumer ethnocentrism influences the purchase of labelled regional agricultural products as well as the readiness to purchase at a premium price. Also, consumer socioeconomic and product characteristics and knowledge and perceived benefits of regional products had a divergent influence on the purchase and readiness to purchase labelled regional agricultural products at a premium price.Research limitations/implications In terms of limitation, even though the sample size was proper, it could beimproved in other studies to validate the findings. Also, the study was limited to a limited number of counties in Southwestern Germany; hence future studies could explore a more extensive geographical space within the region.Practical implications The results can serve as a good source of information for improving the marketing of regional agricultural products. This study recommends that regional producers and marketers brand regional products with the region's name to capitalise on consumers' ethnocentric tendencies in the region. Further, regional products have to be sold in places where consumers with a certain degree of ethnocentrism are present. Results provided by this study are commonly applicable for all products,regardless of the type and regional origin, so that product-specific studies are no longer necessary, which reduces redundancy and marketing research costs, which are difficult to bear for small producers.Originality/value Germany has benefited immensely from the boom of regional marketing in Europe. Likewise, in Southwestern Germany, there is a growing interest in the production and marketing of regional products. As a result, several studies have investigated the factors influencing the purchasing of regional products in Germany. Nevertheless, literature and studies on the effect of ethnocentrism on the purchasing of regional agricultural products in Southwestern Germany are scanty.
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Purpose - Many studies have investigated consumers' loyalty to businesses situated in the local area, in the community, the region or in the same country. However, the effect of loyalty to the state in which the consumer resides h...
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Purpose - Many studies have investigated consumers' loyalty to businesses situated in the local area, in the community, the region or in the same country. However, the effect of loyalty to the state in which the consumer resides has received little attention. This paper aims to propose the concept of home-state attachment (HSA) and develop models of its antecedents and its effects on criterion variables such as loyalty to local business. Design/methodology/approach - After refinement of the measure of HSA, the authors conduct two studies (n = 202 and n = 201) among residents of two different Canadian provinces (states). They estimate the models, which include both formative and reflective indicators, using structural equation modeling. Findings - The results of both studies show that HSA can be distinguished from related constructs like consumer ethnocentrism (CET). HSA has a strong effect on loyalty to local businesses, independent of the effect of CET, testifying to its importance. HSA also affects other criterion variables, with loyalty to local business playing a mediational role. Originality/value - This paper shows that HSA, a social-identity-based motivation for local patronage, is an important but largely overlooked determinant of loyalty to local businesses. The robustness of the results over two studies suggests that appeals to consumers based on this motivation may enhance the effectiveness of marketing programs.
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Purpose
The purpose of this paper is to study how variables such as the regions overall image, the perceived quality of its financial entities, and consumer ethnocentrism affect the intention to choose regional banks. Special atte...
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Purpose
The purpose of this paper is to study how variables such as the regions overall image, the perceived quality of its financial entities, and consumer ethnocentrism affect the intention to choose regional banks. Special attention is paid to the moderating role played by familiarity.
Design/methodology/approach
A structural equation model was used with a survey of 427 bank customers.
Findings
The results show direct and indirect effects of regional image, perceived quality of regional banks and consumer ethnocentrism on the intention to choose regional banks. The moderating effect of familiarity is not confirmed.
Practical implications
The financial crisis experienced in southern European countries has forced them to carry out a restructuring of the banking sector based on mergers that provide greater solvency and stability. In Spain, this has meant small regional banks merging with each other to form larger national banks. This involves a loss of their regional identity and a change in their positioning to date. It is interesting to understand the value to customers of the regional attribute when choosing a bank and the possible consequences of merging with other banks.
Originality/value
Globalisation has made origin an attractive attribute that can be used to differentiate products. However, there are still gaps in this field, especially in relation to region-of-origin (ROO) and the influence of certain moderating variables on this effect. This paper sheds some light on the study of the ROO effect in the financial sector, a field that is still relatively unexplored in this context.
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Purpose This study's main objective is to analyse the role of the consumer's ethnocentrism as a potential segmentation basis and to detect product origin-sensitive groups. The relationship between the consumer's regional ethnocent...
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Purpose This study's main objective is to analyse the role of the consumer's ethnocentrism as a potential segmentation basis and to detect product origin-sensitive groups. The relationship between the consumer's regional ethnocentrism, local and regional identity and corresponding valuation and purchase of food products from a region is also examined. Design/methodology/approach The responses of 358 consumers residing in two Spanish regions are analysed by means of a mediation analysis and a cluster analysis. Findings The results suggest the convenience of considering ethnocentric consumer tendencies, also at the regional level, when studying attitudes, valuation, information search and effective purchase of foods of diverse categories and origins. Originality/value The main contributions of this work derive from the assessment of consumer ethnocentrism at a subnational level (which is much less present in the literature) and the evidence of its usefulness for segmenting the market and detecting groups of origin-sensitive consumers, which can be useful to companies that produce and market food products in different regions.
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The literature highlights the growing dissatisfaction of consumers with foods from industrial production systems. Their concern for health and the desire to support local producers led them to search for other alternatives: produc...
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The literature highlights the growing dissatisfaction of consumers with foods from industrial production systems. Their concern for health and the desire to support local producers led them to search for other alternatives: products that are local, traditional and typical of a particular region, such as many Geographical Indication (GI) food products.This paper explores the relationship between the purchase of GI food products, the attitudes towards proximity, tradition, and ethnicity, and consumer ethnocentric tendencies.The results, obtained through a mediation analysis, show that aspects such as products made by small companies and transparency (in terms of their production process) attain greater significance among consumers with higher levels of sub-national ethnocentrism. Moreover, these consumers appreciate that: (1) the products have been made using traditional methods, and (2) in addition to be typical of the region, these products can be bought directly from the producer, without intermediaries. Consumers who value these aspects, closely related to each other, present a greater purchase intention and a higher purchase frequency of food products with protected geographical status. (C) 2019 Elsevier Ltd. All rights reserved.
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Research on the place-of-origin effect has proliferated in recent decades, although there are still gaps in this field, especially in relation to the region-of-origin (ROO) and to the influence of certain moderating variables on t...
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Research on the place-of-origin effect has proliferated in recent decades, although there are still gaps in this field, especially in relation to the region-of-origin (ROO) and to the influence of certain moderating variables on the effect. The purpose of this paper is to analyse the ROO effect in the purchase of wine, paying special attention to the moderating role played by familiarity. Via a survey of 427 consumers carried out in the region of Extremadura (Spain), the paper study how variables as the region's overall image, its image as a wine producer, the perceived quality of its products, and consumer ethnocentrism affect the intention to purchase regional wines. To reach that goal, a structural equation model was applied using the Partial Least Square technique to identify the variables that explain and moderate this intention. The results show the region's overall image (2.65% of contribution to the purchase intentions explained variance), its image as a wine producer (8.39%), the perceived quality of its products (22.42%), and consumer ethnocentrism (10.23%) to affect the purchase intentions directly and indirectly. The confirmation of a moderating effect of familiarity in one of the model relationships contributes to give answer to one of the most significant questions in marketing theory about the origin effect. These results have important managerial implications for policy decision-makers, confirming the value of implementing communication campaigns that pursue improvement of the region's image as a brand.
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The article addresses consumer ethnocentrism (CET) and consumer decision-making styles (CDMS) of young-adult consumers. We explore the level of between- and within-regional differences in CDMS in East Asia and Central and Eastern ...
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The article addresses consumer ethnocentrism (CET) and consumer decision-making styles (CDMS) of young-adult consumers. We explore the level of between- and within-regional differences in CDMS in East Asia and Central and Eastern Europe. Drawing on Social identity theory, we explore various "constellations" of young-adult consumers with regards to their CDMS and assess to what extent can we discriminate between various consumer segments based on CET. We test hypotheses on matched samples' survey data from China, Japan, Slovenia and Croatia. Our study confirms low ethnocentric tendencies of young-adult consumers at regional, country and segment levels. We identify diverse CDMS archetypes between and within the respective countries and regions. Inter-regional differences are not bigger than country-level differences. We find weak pair-wise correlations between CET and some CDMS only in the case of Central and Eastern Europe.
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