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The Effects of Consumer Cosmopolitanism on Purchase Behavior of Foreign vs. Domestic Products

Author

Listed:
  • Oliver Parts

    (Tallinn University of Technology, Estonia)

  • Irena Vida

    (University of Ljubljana, Slovenia)

Abstract

The purpose of this empirical study is to investigate the effects of consumer cosmopolitanism on foreign product purchase behavior in three major categories of consumer products (alcohol products, clothes, furniture). Based on the existing theoretical and empirical knowledge, we develop a conceptual model and identify two additional constructs as antecedents of foreign purchase behavior, i. e., consumer ethnocentrism and consumer knowledge of brand origins. The measurement model is examined using a data set of 261 adult consumers and tested via structural equation modeling. The study results confirm the strong total effect of consumer cosmopolitanism in purchase behavior and indicate a strong direct effect of this phenomenon on the behavioral outcome. The more cosmopolitan consumers have a stronger tendency to buy foreign rather than local products. On the other hand, the direct relationship between cosmopolitanism and consumer knowledge of brand origin was not supported in the study.

Suggested Citation

  • Oliver Parts & Irena Vida, 2011. "The Effects of Consumer Cosmopolitanism on Purchase Behavior of Foreign vs. Domestic Products," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 9(4 (Winter), pages 355-370.
    • Handle: RePEc:mgt:youmgt:v:9:y:2011:i:4:p:355-370
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    File URL: http://www.fm-kp.si/zalozba/ISSN/1581-6311/9_355-370.pdf
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    References listed on IDEAS

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    1. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
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    Cited by:

    1. Dirk C. Moosmayer & Yanyan Chen & Susannah M. Davis, 2019. "Deeds Not Words: A Cosmopolitan Perspective on the Influences of Corporate Sustainability and NGO Engagement on the Adoption of Sustainable Products in China," Journal of Business Ethics, Springer, vol. 158(1), pages 135-154, August.
    2. Li, Rong & Laroche, Michel & Richard, Marie-Odile & Cui, Xinyu, 2022. "More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.
    4. Indre Pikturniene & Aiste Mackelaite, 2013. "Attitude Formation Towards Local And International Ecological Face And Body Care B.Nds Among Lithuanian Female Consumers," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).

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    More about this item

    Keywords

    cosmopolitanism; consumer ethnocentrism; knowledge of brand origins; foreign product purchase behavior; Slovenia;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • P2 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies

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