Segmenting young-adult consumers in East Asia and Central and Eastern Europe – The role of consumer ethnocentrism and decision-making styles

Matevž Rašković, Zhonghui Ding, Morikazu Hirose, Vesna Žabkar and Kim-Shyan Fam

Journal of Business Research, 2020, vol. 108, issue C, 496-507

Abstract: 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.

Keywords: Young-adult consumers; Consumer ethnocentrism; Consumer decision-making styles; Segmentation; Regions; East Asia; Central and Eastern Europe; Cosmopolitanism (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319302553
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:108:y:2020:i:c:p:496-507

DOI: 10.1016/j.jbusres.2019.04.013

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().