Title

Ethnocentrism and Its Effect on the Chinese Consumer: A Threat to Foreign Goods?

Abstract

This study examines ethnocentric tendencies including consumer ethnocentrism, country of origin, product judgments, willingness to buy, and animosity toward foreign products among a sample of economically progressive Chinese college students in a coastal port city in northern China. Survey results suggest that these Chinese consumers held a rather positive view of, and little animosity toward, the United States. They also did not show high levels of ethnocentrism or country-of-origin effects. These results would suggest openness toward foreign products. While Chinese consumers report little animosity or ethnocentric tendencies toward U.S. products, animosity, country of origin, and ethnocentrism are significantly correlated with willingness to buy. This suggests managers need to carefully position foreign products with respect to Chinese consumer expectations. Impacts of traditional collectivist views of the Chinese culture are suggested as an avenue for future research with respect to ethnocentrism and willingness to buy foreign products.

Department(s)

Marketing

Document Type

Article

DOI

https://doi.org/10.1080/08911762.2011.545716

Keywords

consumer ethnocentrism, country of origin, Chinese consumer behavior, willingness to buy, collectivism

Publication Date

2011

Journal Title

Journal of Global Marketing

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