Consumer ethnocentrism and purchase intentions in native Latin American consumers

IF 6.4 3区管理学 Q1 BUSINESS European Research on Management and Business Economics Pub Date : 2025-01-01 Epub Date: 2025-03-12 DOI:10.1016/j.iedeen.2025.100273

Iliana E. Aguilar-Rodríguez , Leopoldo G. Arias-Bolzmann , Carlos H. Artieda-Cajilema , Carlos Artieda-Acosta , Ana-Belén Tulcanaza-Prieto

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Abstract

This study examines the role of consumer ethnocentrism (CET), distinguishing between Hard Ethnocentrism (HET) and Soft Ethnocentrism (SET) and how they influence Purchase Intentions (PIN), and investigates gender as a moderating variable. 372 Latin American native consumer electronic survey data were collected, and an analysis of a structural equation model (SEM) and Multigroup Analysis was conducted to verify the research hypotheses. The results indicate that HET among consumers does not significantly affect PIN. Conversely, SET positively impacts the PIN.

Furthermore, there are varying levels of ethnocentrism related to gender. This study is the first to examine consumers who stay in their native countries rather than emigrate. It suggests to decision-makers how these findings can enhance international marketing strategies when dealing with global brands.

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拉丁美洲本土消费者的消费者民族中心主义与购买意向

本研究考察了消费者民族中心主义（CET）的作用，区分了硬民族中心主义（HET）和软民族中心主义（SET），以及它们如何影响购买意愿（PIN），并研究了性别作为调节变量。本研究收集了372份拉丁美洲本土消费者电子调查数据，采用结构方程模型（SEM）和多组分析对研究假设进行了验证。结果表明，消费者的HET对PIN没有显著影响。相反，SET正向影响PIN。此外，还有不同程度的与性别有关的种族中心主义。这项研究首次对留在本国而非移民的消费者进行了调查。它向决策者建议，这些发现如何在与全球品牌打交道时加强国际营销策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

European Research on Management and Business Economics Multiple-

CiteScore

11.70

自引率

3.40%

发文量

审稿时长

50 weeks

期刊介绍： European Research on Management and Business Economics (ERMBE) was born in 1995 as Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE). The journal is published by the European Academy of Management and Business Economics (AEDEM) under this new title since 2016, it was indexed in SCOPUS in 2012 and in Thomson Reuters Emerging Sources Citation Index in 2015. From the beginning, the aim of the Journal is to foster academic research by publishing original research articles that meet the highest analytical standards, and provide new insights that contribute and spread the business management knowledge