Consumer Xenocentrism: Antecedents, Consequences (and Moderators) and Related Constructs

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Rettanai Kannan, Dhanachitra




Purpose: The purpose of this thesis is to identify and test the antecedents, related constructs and consequences and moderators of consumers xenocentrism. Design/methodology/approach: An extensive literature review was performed across different disciplines (international business, economics, sociology, psychology, political science, anthropology and consumer behavior) and interviews with five different experts from the five different fields were conducted to put together the initial model. A combined sample of 1306 respondents from four different countries namely Kenya, India, Ecuador and Romania in four different continents Africa, Asia, South America and Europe were collected through online questionnaires. The data was analyzed using structural equation modeling (SEM) to either confirm or disprove the hypotheses that had been set. Findings: International travel experience, status consumption and susceptibility to normative influence were the most significant antecedents that positively influenced consumer xenocentrism. Culture (power distance and collectivism) had an indirect positive influence on consumer xenocentrism through the consumption-specific constructs, status consumption and susceptibility to normative influence respectively. With respect to related constructs, consumer worldmindedness was positively significantly related to consumer xenocentrism and consumer ethnocentrism and national identity were negatively significantly related to consumer xenocentrism. With respect to the consequences' variables, consumer xenocentrism positively influenced ownership (actual purchase) of foreign products and purchase intention of foreign products. There was very little support for any moderator relationships that were proposed. Research limitation: The data was collected via online questionnaires, a method that has been criticized for being less interactive. Additionally, the results of this study cannot be generalized to all other countries. Although, the sample contains citizens from four countries, there might be other factors that may affect the preferences in other countries. Thus, generalizability of these results is only possible after replications across different cultures. Also, the sample was predominantly well-educated with most of them having at least a bachelor's degree and holding professional jobs. So, the results of this study are reflective of such a sample.


Business Administration




Carleton University

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