Consumer ethnocentrism on product judgment and willingness to buy: A meta-analysis

• Gongxing Guo

  Shantou University

• Xing Zhou

  Xiamen University

We undertook the first meta-analysis on the effects of consumer ethnocentrism on product judgment and willingness to buy. We synthesized the results of 60 studies (effect size) with a total sample size of 15,585. The meta-analysis confirms that consumer ethnocentrism has a positive influence on domestic product judgment and willingness to buy, while it has a negative influence on foreign product judgment but not on willingness to buy foreign product. The results also demonstrate that the effects of consumer ethnocentrism on domestic versus foreign product judgment and on willingness to buy domestic versus foreign product are moderated by economic development (developed market vs. developing market), cultural context (eastern culture vs. western culture) and sample type (general consumers vs. student consumers). Our research offers implications, including that domestic enterprises should emphasize that their brands and products are local and indigenous to increase ethnocentric consumers’ quality judgment and willingness to buy.

1. Gongxing Guo, Shantou University
   Business School
2. Xing Zhou, Xiamen University
   School of Management

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