An examination of ethnic-based consumer ethnocentrism and consumer animosity

Abstract

Purpose The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia. Design/methodology/approach The relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities. Findings The results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized. Research limitations/implications Future research could study other ethnic groups of different countries using specific ethnic related products and/or brands. Originality/value This research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.

Consumer Racism Against Syrian-Origin Health Services and Its Effect on Buying Behaviors: Turkish Case

“…Accordingly, consumer racism of Turkish consumers towards the services provided by Syrians causes low willingness to buy services provided by Syrians. The H1, H2 and H3 hypotheses results show parallelism with the findings in the literature (Ouellet, 2005;Ouellet, 2007;Hill & Paphitis, 2011: Shoham & Gavish, 2016Abdul-Latif, 2016). Whether the level of interaction has a moderating role in the relationship between consumer racism and willingness to buy services was tested with the H2a hypothesis.…”

Assessing measurement invariance of the CETSCALE in Guangxi, China

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“…Given that CE literature abounds with studies using car, motorbike, refrigerator, TV, VCR, digital camera and fast moving consumer goods as product category (e.g. Abdul-Latif and Abdul-Talib, 2020; Katsumata and Song, 2016; Seidenfuss et al. , 2013), now more attention is drawn to smartphone (Lee et al.…”

“…, 2008), this study followed suit. Additionally, the consumption habit and pattern of university students dictates the future consumption trend (Abdul-Latif and Abdul-Talib, 2020; Han, 2017). According to the Ministry of Education of China (www.moe.gov.cn), college-level female students account for 51.720% nationwide and 53.071% in Guangxi.…”

“…Also included and discussed alongside in literature are economic nationalism and consumer racism (Abdul-Latif and Abdul-Talib, 2017, 2020; Cheah and Phau, 2015b). All four constructs have in common the identity-based divide between “us and them” (Abdul-Latif and Abdul-Talib, 2017, 2020; Cheah and Phau, 2015a; Klein et al. , 1998; Shimp and Sharma, 1987).…”