The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe

Abstract

The study investigated the effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe. Using a cross-sectional survey of 505 consumers, independent-samples T-test, analysis of variance and structural equation modelling were used to test research hypotheses. Results show that gender, age and education significantly influence consumer ethnocentrism. Income was found to have an insignificant influence on consumer ethnocentrism. Results also show that consumer ethnocentrism had a negative effect on consumer attitude towards imported grocery products. Consumer attitude was found to have a positive effect on consumer intention to buy imported grocery products. Similarly, consumer ethnocentrism was found to negatively influence consumer's intention to purchase imported grocery products while consumer's intention was found to positively influence consumer's actual purchase behaviour towards imported grocery products. These findings have theoretical and practical implications.

Medicinal uses of the Asteraceae family in Zimbabwe: A historical and ecological perspective

“…Some disease categories such as antenatal and postpartum, gastro-intestinal problems, malaria, reproductive problems, respiratory problems and sexually transmitted infections are among the ten major causes of death in Zimbabwe (Nyabani 2021). Research by Muchandiona (2013) showed that gastro-intestinal disorders and respiratory infections reported in several local councils in Zimbabwe are a result of poor solid waste management which has worsened in the country over the last three decades. Similarly, gastro-intestinal disorders, such as dysentery and diarrhoea are also a major concern in neighbouring countries such as Mozambique (Ribeiro et al 2010, Bruschi et al 2011, Barbosa et al 2020 and South Africa , Maroyi 2016, Rankoana 2022).…”