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Do ethnocentric consumers really buy local products?

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  • Yildiz, Hélène
  • Heitz-Spahn, Sandrine
  • Belaud, Lydie

Abstract

While the impact of consumer ethnocentrism on preference for local products has received extensive attention by researchers, this research provides further understanding by investigating the impact of commitment to a consumer's place of leaving on consumer's attitudes towards local product and on effective purchase of local products. Based on the concept of behavioral commitment from Kiesler's theory (1973), this research shows that a consumer with a high degree of ethnocentrism has a more favorable attitude towards local products than the one committed to his place of life. However, when it comes to effective purchase of local products, a consumer who is strongly committed to his place of life tends to purchase local products more than a consumer with a high level of ethnocentrism. This research contributes to existing research in supporting Kiesler's argument that consumer behavioral commitment has a stronger effect on local product purchase than beliefs (in this case ethnocentrism). In terms of practice, this research may orient retailers, manufacturers and public organizations to strengthen consumers’ commitment to their place of life.

Suggested Citation

  • Yildiz, Hélène & Heitz-Spahn, Sandrine & Belaud, Lydie, 2018. "Do ethnocentric consumers really buy local products?," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 139-148.
    • Handle: RePEc:eee:joreco:v:43:y:2018:i:c:p:139-148
    DOI: 10.1016/j.jretconser.2018.03.004
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    5. Nadine Waehning & Raffaele Filieri, 2022. "Consumer motives for buying regional products: the REGIOSCALE," Marketing Letters, Springer, vol. 33(2), pages 215-236, June.
    6. Edgar J. Sabina del Castillo & Ricardo J. Díaz Armas & Desiderio Gutiérrez Taño, 2023. "Are Local Product Consumption Habits Influenced by Extreme Situations? A Case Study of Wine During the COVID-19 Pandemic," SAGE Open, , vol. 13(3), pages 21582440231, August.
    7. Luis-Alberto, Casado-Aranda & Angelika, Dimoka & Juan, Sánchez-Fernández, 2021. "Looking at the brain: Neural effects of “made in†labeling on product value and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
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