Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective

Autor(en)

Katharina Zeugner-Roth, Vesna Zabkar, Adamantios Diamantopoulos

Abstrakt

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.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

Vlerick Business School, Universität Bern, University of Ljubljana

Journal

Journal of International Marketing

Band

23

Seiten

25-54

Anzahl der Seiten

30

ISSN

1069-031X

DOI

https://doi.org/10.1509/jim.14.0038

Publikationsdatum

2015

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

ASJC Scopus Sachgebiete

Marketing, Business and International Management

Sustainable Development Goals

SDG 12 – Nachhaltige/r Konsum und Produktion

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/consumer-ethnocentrism-national-identity-and-consumer-cosmopolitanism-as-drivers-of-consumer-behavior-a-social-identity-theory-perspective(e9874de2-e30e-4704-945b-57174420dca0).html