Islamic Religiosity and Consumer Ethnocentrism in Post-Arab Spring Countries

S. Karoui, Samy Belaid () and R. Khemakhem
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Samy Belaid: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Purpose: Religious tendencies have increased in post-Arab Spring countries, raising the question of whether this geopolitical event has affected consumers' orientations towards foreign products, including those that have positive country-of-origin image. This paper investigates the effect of Islamic religiosity on the relationship between consumer ethnocentrism and buying intention towards products from a developed country (France) in an Arab Spring country (Tunisia). Design/methodology/approach: A survey questionnaire was lunched and data was collected from 492 Tunisian consumers living in both rural and urban areas. Research hypotheses were tested using a Partial Least Square- Structural Equation Modelling (PLS-SEM) method. Findings: Tunisian consumers do not associate their ethnocentric feelings towards French products with their Islamic religiosity. Results show that both highly and moderately religious Tunisians trust French products because of their high country-of-origin image and their potential social connotations. Originality/value: The results of this paper contribute to the literature that focuses on understanding consumption behaviours in developing countries in the aftermath of geopolitical events such as the Arab Spring. \textcopyright 2022, Emerald Publishing Limited.

Keywords: Arab spring; Conspicuous consumption; Consumer ethnocentrism; Country of origin; Islamic religiosity (search for similar items in EconPapers)
Date: 2023
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Published in International Journal of Emerging Markets, 2023, 18 (12), pp.6102-6124. ⟨10.1108/IJOEM-07-2021-1012⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04435443

DOI: 10.1108/IJOEM-07-2021-1012

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