The Interaction of Ethnocentrism and Economic Animosity in Consumer Behavior

Document Type : Original Article

Author

Assistant Professor, Department of Economics and Management, Naragh Branch, Islamic Azad University, Naragh, Iran

Abstract

The people in countries with heavy debts feel sympathy and even anger towards some developed countries.Therefore, the present study aimed to investigate the Impact of Economic Animosity on Consumer Ethnocentrism and Product - Country Images . In this regard, a sample of 327 people from a community of 2200 graduate students in economics and business were selected by simple random sampling method and questionnaires were distributed and structural equation technique was analyzed. results show : a ) Ethnocentrism has a negative effect on the General Image of the country and Product Receptivity. B ) There is a strong and negative relationship between consumer animosity and product Receptivity. c) Economic Animosity towards a foreign country can also increase Ethnocentrism feelings, and increase the preference for domestic products / services to express "patriotism" . D ) Consumer Ethnocentrism has a negative effect on the willingness to buy the products of the country in question. It is an enemy, but it has no effect on judging the product. E) The General Image of the country has a direct effect on product beliefs and an indirect effect on product Receptivity.Therefore, there is no doubt that the political and economic actions of a foreign country can affect consumers 'feelings of hostility or ethnicity and their images of each other, and consumers' choice to buy.

Keywords

Main Subjects

Files

Share

How to cite

Statistics