Consumer xenocentrism and foreign goods purchase intention in an emerging economy

Abstract

Purpose – The purpose of this study is to test consumer xenocentric tendencies on foreign goods purchase intention and to examine the mediating role of cultural openness on the relationship. Design/methodology/approach – A total number of 204 respondents participated in the study. Web-based sampling technique was employed to select a cross-section of consumers. Structural equation modelling technique of AMOS 21 version was used to test the nature of relationships in the research hypotheses. Findings –The results suggest that except country image and interpersonal influence, all other constructs had a positive significant relationship with the intention to purchase. Country of origin, self-confidence and self esteem had impact on consumer intention to purchase foreign products, though exposure of consumers to other cultures did not endear them to the products of those foreign markets. Practical implications – From a managerial perspective, management awareness of xenocentrism tendencies is the surest way to make prudent decisions with respect to stocking and distributing foreign and local products or services. Originality/value – The current study brings newness to the phenomenon as it tests consumer xenocentric (C-XEN) constructs in an emerging economy, and cultural openness as a mediating variable.