The Impact of Socio-Psychological Factors on Consumer Ethnocentrism and Purchase Intentions Among South African Consumers

Nkosivile Welcome Madinga, Simone Lazo, Sebastian Schulz and Adam Lewis

Journal of African Business, 2024, vol. 25, issue 4, 831-855

Abstract: This study aimed to investigate the impact of socio-psychological factors, such as nationalism, internationalism, collectivism, conservativism, patriotism, and cultural openness, on consumer ethnocentrism and its effect on purchase intentions among South African consumers. A total of 203 responses were collected from South African consumers over the age of 18 through an electronic self-administered survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyze the data. The findings revealed that internationalism and conservativism have a significant positive impact on consumer ethnocentrism. Furthermore, consumer ethnocentrism has an influence on purchase intentions. This study contributes to the existing body of knowledge on predicting and understanding consumer preferences and behavioral intentions in developing countries, particularly in relation to purchasing foreign goods versus domestic goods. The results of this study can help businesses in South Africa better understand the factors that influence behavior and tailor their marketing strategies accordingly.

Date: 2024
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DOI: 10.1080/15228916.2024.2309098

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