The relationship between formal level of education and xenocentrism: Understanding the effect on online consumer behavior

Xenocentric consumer behavior is vital to comprehending social behavior and explaining its ramifications. The study evaluates the direct effects of consumer xenocentrism (XENO) on imported products' purchase intention and product attitude. The moderating influence of formal education on xenocentric consumer behavior, considering groups with high and low formal education levels, is also analyzed. Findings revalidated the XSCALE as a scale for measuring XENO in emerging countries and its effect on consumer behavior. Also, results indicate that xenocentric effects are significantly related to formal education. The data reveal that XENO is strongly associated with product attitude and the connection between xenocentrism and the propensity to acquire imported items. To accomplish the goal of this research, which is based on a behavior model built-in social identity theory, we examined consumer data using a structural equation modeling approach. The study model was analyzed using structural equation modeling and multigroup analysis based on data acquired from online consumers. An essential application of these results is that education in emerging nations and developing economies should boost local production valorization and promote marketing methods that encourage the sustainable consumption of items created in their countries.