Russian Consumers Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity

Abstract

The main objective of this study is to investigate the country of origin (COO) effect on purchase decisions for Turkish products in foreign markets. Particularly, the study focused on the impacts of country image, consumer ethnocentrism, and animosity on product evaluation, risk perception and buying intention of Russian consumers. The data was collected through a survey conducted on a sample consisting of 346 native Russian consumers living in Moscow. Analysis results revealed that origin related factors (i.e. country image, consumer ethnocentrism, and animosity) do not directly influence purchase intention for Turkish products. Animosity was found to increase the perceived risk of buying Turkish products, to some extent, while expected negative impacts of ethnocentrism were not confirmed. Most importantly, findings revealed a strong link between country image and product evaluation. Results were discussed in detail and the article concludes with implication of the findings.

Travellers’ destination choice among university students in China amid COVID-19: extending the theory of planned behaviour

“…The first section included the added TPB variables (animosity and ethnocentrism). Animosity-related items were modified from Huang et al (2010) and Dursun et al (2019). Meanwhile, items related to ethnocentrism were modified from Dursun et al (2019).…”

“…Animosity-related items were modified from Huang et al (2010) and Dursun et al (2019). Meanwhile, items related to ethnocentrism were modified from Dursun et al (2019). Section two included the attitude, SN and PBC variables adapted from Han et al (2011).…”

“…Highly ethnocentric consumers avoided foreign product purchases and felt that such purchasing was wrong (Ahmed et al , 2013; Kock et al , 2019). Consumer ethnocentrism also shared similar psychological mechanisms concerning attitudes and behaviours towards foreign brands, thus reflecting the external norms (Stepchenkova et al , 2019) that provided valuable explanations on consumers’ negative brand orientations (Dursun et al , 2019).…”

“…Animosity and ethnocentrism exerted similar psychological mechanisms involving attitude (Stepchenkova et al , 2019) with negative emotions towards purchasing foreign products (Al-Hyari et al , 2012; Ahmed et al , 2013). Although the influence of animosity and ethnocentrism on purchasing behaviours was recognised (Campo and Alvarez, 2019; Dursun et al , 2019), several empirical tests on animosity and ethnocentrism as the factors influencing DOI and DVI in destination choice were performed (Campo and Alvarez, 2019; Stepchenkova et al , 2019). Hence, more research was needed to study the effects of negative behavioural attitudes in tourism (Ulker-Demirel and Ciftci, 2020).…”

An Investigation of Korean Consumers' Service Quality Perception of Im ported Retail Services: Im plications of Consum er Ethnocentrism

“…Ethnocentrism can be defined as the phenomenon where consumers prefer to purchase domestic products, or avoid purchasing imported products (Sharma et al, 1995). Ethnocentrism makes consumers reluctant to purchase imports, since they perceive that doing so may negatively affect their country's economy (Dursun et al, 2019;Nervik et al, 2018). Since consumer ethnocentrism influences consumers' decision-making processes, importers and exporters have to consider the level of ethnocentrism in their target consumer market when making international marketing decisions.…”