Consumer ethnocentrism and willingness to buy
Abstract
Purpose The purpose of this paper is to clarify how demographic consumer characteristics influence and interact with consumer ethnocentrism on willingness to buy. The authors analyze the direct effects of selected characteristics on the tendency for consumer ethnocentrism. Further, the moderating effects of these consumer characteristics are investigated. Design/methodology/approach Data were gathered from 361 consumers in Australia. Data...
Paper Details
Title
Consumer ethnocentrism and willingness to buy
Published Date
Nov 1, 2011
Volume
28
Issue
6
Pages
627 - 646
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