Abstract

GONZALEZ-CABRERA, Catalina  and  TRELLES-ARTEAGA, Karen. Consumer ethnocentrism and purchasing intention in developing countries. Retos [online]. 2021, vol.11, n.21, pp.165-180. ISSN 1390-8618.  https://doi.org/10.17163/ret.n21.2021.10.

Companies in countries with less productive experience have seen threatened by the introduction of foreign products to their local markets, perceived as superior among consumers. Therefore, local producers require effective strategies to give their products competitive advantages over imports. In this regard, research on consumer behavior has identified that the beliefs, perceptions and attitudes associated with the country of origin of the products have an influence on the purchase intention. In this way, the present article analyzes the degree to which the consumer’s ethnocentrism has an effect on the intention to buy national footwear, as well as possible predictive and conditioning factors of the relationship. For such purpose, a survey was used in a sample made up of 361 university students. It was composed by an adapted version of the CETSCALE scale used to measure the level of the consumer ethnocentrism, and a scale that measures the intention to buy national and foreign products. Consequently, it was found that the level of ethnocentrism in the consumer positively influences the purchase intention of the national product and that it conditions the effect of the purchase habit on the purchase intention; in addition, it was possible to verify that the CETSCALE scale is a tool that can be used in developing economies with interesting results. The managerial implications and limitations of the research are discussed in detail.

Keywords : Consumer Ethnocentrism; CETSCALE; Moderation effect; buying intention; buying habits; national-made products; foreign-made products; developing countries.

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