Do ethnocentric consumers really buy local products?

Yildiz, Hélène, Sandrine Heitz-Spahn and Lydie Belaud

Journal of Retailing and Consumer Services, 2018, vol. 43, issue C, 139-148

Abstract: While the impact of consumer ethnocentrism on preference for local products has received extensive attention by researchers, this research provides further understanding by investigating the impact of commitment to a consumer's place of leaving on consumer's attitudes towards local product and on effective purchase of local products. Based on the concept of behavioral commitment from Kiesler's theory (1973), this research shows that a consumer with a high degree of ethnocentrism has a more favorable attitude towards local products than the one committed to his place of life. However, when it comes to effective purchase of local products, a consumer who is strongly committed to his place of life tends to purchase local products more than a consumer with a high level of ethnocentrism. This research contributes to existing research in supporting Kiesler's argument that consumer behavioral commitment has a stronger effect on local product purchase than beliefs (in this case ethnocentrism). In terms of practice, this research may orient retailers, manufacturers and public organizations to strengthen consumers’ commitment to their place of life.

Keywords: Ethnocentrism; Commitment; Local products; Purchase behavior; Global products (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:43:y:2018:i:c:p:139-148

DOI: 10.1016/j.jretconser.2018.03.004

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