INFLUENCE OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTIONS: CASE OF CROATIA

Natasa Renko (), Biljana Crnjak Karanovic () and Matea Matic ()
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Natasa Renko: University of Zagreb
Biljana Crnjak Karanovic: University of Split
Matea Matic: University od Dubrovnik

Economic Thought and Practice, 2012, vol. 21, issue 2, 529-544

Abstract: In this paper the authors examine the effects of consumer ethnocentrism on purchase intentions towards domestic and foreign products, and also provides useful information on marketing implications derived from the obtained results. The purpose of this study is to determine the impact of consumers' ethnocentric tendencies on purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in a developing country such as Croatia. The research instrument was a questionnaire and the data were collected through personal interviews using the representative sample of 1000 respondents. Factor analysis and Spearman correlation coefficient were used to test the research hypothesis. It was determined that consumers' ethnocentric tendencies play a significant role in predicting purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in Croatian market. Results indicate that consumer's ethnocentric tendency positively related to intention to purchase local products and negatively related to products from former Yugoslavia and European Union.

Keywords: ethnocentrism; consumer ethnocentrism; purchase intention; Cetscale; Croatia (search for similar items in EconPapers)
JEL-codes: D12 M30 (search for similar items in EconPapers)
Date: 2012
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