 Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory PerspectiveKatharina Zeugner-Roth, Vesna Žabkar and Adamantios Diamantopoulos Post-Print from HAL Abstract: Consumers' preferences for domestic over imported products have been investigated in various isolated studies, but never in a single model incorporating several in-group and out-group consumer orientations at the same time. Building on social identity theory, this study develops and tests—in two countries—a conceptual model that assesses the relative influence of consumer ethnocentrism, national identity, and consumer cosmopolitanism on consumers' product judgments and willingness to buy domestic and foreign products. Furthermore, the study develops an empirically based typology of consumer segments using these sociopsychological traits and subsequently profiles them on consumption-relevant variables. The findings reveal several undiscovered patterns regarding the interplay of consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior and offer managerial guidance on their relevance as segmentation variables. Keywords: consumer ethnocentrism; national identity; consumer cosmopolitanism; structural equation modeling; cluster analysis (search for similar items in EconPapers) Published in Journal of International Marketing, 2015, 23 (2), pp.25--54. ⟨10.1509/jim.14.0038⟩ There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01563043 DOI: 10.1509/jim.14.0038 Access Statistics for this paper More papers in Post-Print from HAL |
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