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Who are Xenocentric Consumers? A Review of the Demographics and Socio-Psychological Attributes

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  • Azila Sopian
  • Siti Zaleha Sahak

Abstract

In sociology, xenocentrism represents the preference for out-group cultures, norms, and values over the in-group. In marketing, consumer xenocentrism refers to consumers' favoritism for foreign-made products. The findings of previous studies have shown that various factors influence consumer xenocentrism, including the perceived quality of foreign products, the desire for social status, and cultural stereotypes. This paper focuses on the profiles of xenocentric consumers that distinguish them from in-group consumers. Besides demographic differences, socio-psychologically, xenocentric consumers are more open to other cultures and belong to marginalized groups. Understanding the profiles of xenocentric consumers may help marketers of both local and foreign brands segment and approach their target markets innovatively.

Suggested Citation

  • Azila Sopian & Siti Zaleha Sahak, 2025. "Who are Xenocentric Consumers? A Review of the Demographics and Socio-Psychological Attributes," Information Management and Business Review, AMH International, vol. 17(3), pages 308-314.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:3:p:308-314
    DOI: 10.22610/imbr.v17i3(I)S.4753
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    References listed on IDEAS

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    1. Diamantopoulos, Adamantios & Davydova, Olga & Arslanagic-Kalajdzic, Maja, 2019. "Modeling the role of consumer xenocentrism in impacting preferences for domestic and foreign brands: A mediation analysis," Journal of Business Research, Elsevier, vol. 104(C), pages 587-596.
    2. Nhu-Ty Nguyen & Thai-Ngoc Pham, 2021. "Consumer attitudinal dispositions: A missing link between socio-cultural phenomenon and purchase intention of foreign products: An empirical research on young Vietnamese consumers," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1884345-188, January.
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