Consumer Ethnocentrism and Willingness to Buy Foreign Products in Emerging Markets: Evidence from Turkey and Colombia

Deniz Zeren, Ali Kara, Alejandro Arango Gil

Research output: Contribution to journalArticle

Abstract

Consumer ethnocentrism (CE) has been a popular research topic in international marketing. However, limited CE research is available from the emerging markets. Heightened concerns about globalization and increased political support for restricting international trade around the world increases the importance of updated empirical findings on consumer ethnocentric behavior. Hence, the purpose of this empirical study is to examine consumer ethnocentrism and consumer willingness to buy foreign products in two emerging markets: Turkey and Colombia. Data was collected using online surveys from subjects in Turkey and Colombia. Results show that CE inversely influenced consumers’ willingness to buy foreign products in both countries.

Original languageEnglish (US)
Pages (from-to)145-172
Number of pages28
JournalLatin American Business Review
Volume21
Issue number2
DOIs
StatePublished - Apr 2 2020

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All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Business, Management and Accounting (miscellaneous)

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