The Influence of Xenocentrism on Purchase Intentions of the Consumer: The Mediating Role of Product Attitudes

Luis J. Camacho, Cristian Salazar-Concha and Patricio Ramírez-Correa
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Luis J. Camacho: Division of Business, Department of International Business and Marketing, SUNY Empire State College, 500 Seaview Avenue, Staten Island, NY 10305, USA
Cristian Salazar-Concha: Administration Institute, Faculty of Economic and Administrative Sciences, Universidad Austral de Chile, Independencia 631, Valdivia 5110566, Chile

Sustainability, 2020, vol. 12, issue 4, 1-12

Abstract: Globally, xenocentrism has emerged as a significant concept to understand consumer behavior regarding local and foreign products. In this context and based on a sample of Colombian customers, this investigation aims to analyze both the direct and indirect effects of xenocentrism on the consumer purchase intentions of imported products through product attitudes and perceived product quality. Xenocentrism was measured using the XSCALE, and the research model was analyzed with partial least squares structural equation modeling. The result indicates that xenocentrism has a positive direct effect on purchase intentions, perceived product quality, and product attitudes. The analysis also shows that product attitudes will partially mediate the effect between xenocentrism and purchase intentions. In light of these findings, xenocentrism in Latin America arises as a solid construction to explain consumer behavior, mainly when individuals’ beliefs generate a positive appreciation of the purchase of imported products that compete in local markets. Moreover, these results permit designing sustainable marketing strategies that are more suited to the xenocentrism of Latin American consumers.

Keywords: Xenocentrism; product attitudes; purchase intentions; Latin America; XSCALE (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:4:p:1647-:d:323942

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