Advances in Economics and Business Vol. 5(8), pp. 466 - 475
DOI: 10.13189/aeb.2017.050805
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The Effects of Consumer Ethnocentrism and Consumer Animosity on the Willingness to Buy with the Mediating Role of Products Judgments: Children's Food Case


Nguyen Ngoc Quang , Truong DinhChien , Nguyen Hoai Long *
Marketing Faculty, National Economics University, Vietnam

ABSTRACT

With the growth of international business and travel, Vietnamese consumers are increasingly confronted with foreign products and services especially children's foods. However, some negative attitudes towards foreign products can arise from several factors such as historic or ongoing political, military, economic, or diplomatic events. Thus, both consumer ethnocentrism and consumer animosity have become important constructs in marketing. The purpose of this study is to investigate whether consumer ethnocentrism and consumer animosity affect Willingness to buy towards Chinese Children's foods and whether this impact is mediated by products judgments. Structural equation modeling was used to analyze the data collected from 846 personal interviews carried out in three Vietnamese cities (Hanoi, Danang, and Ho Chi Minh). The findings of the research indicate that consumer ethnocentrism increases consumer animosity. The present study also denotes that both consumer ethnocentrism and animosity have a negative impact on Willingness to buy toward Chinese children's foods. Product judgments may not be an important mediating factor between consumers' animosity - Willingness to buy and between consumer ethnocentrism - Willingness to buy toward Chinese Children's foods.

KEYWORDS
Consumer Ethnocentrism, Consumer Animosity, Product Judgments Willingness to Buys, Foreign Products, Children's Foods

Cite this paper
Nguyen Ngoc Quang , Truong DinhChien , Nguyen Hoai Long . "The Effects of Consumer Ethnocentrism and Consumer Animosity on the Willingness to Buy with the Mediating Role of Products Judgments: Children's Food Case." Advances in Economics and Business 5.8 (2017) 466 - 475. doi: 10.13189/aeb.2017.050805.