A study of the influence of religiosity, materialism and animosity on consumer ethnocentric behaviour

Sandhu, MA 2012, A study of the influence of religiosity, materialism and animosity on consumer ethnocentric behaviour , PhD thesis, University of Salford.

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The main focus of this thesis is to investigate consumer ethnocentric behaviour (indeed morality, appropriateness to buy domestic products; Shimp and Sharma, 1987) and the effect of different socio-cultural and psychological constructs namely religiosity, materialism and animosity on consumer ethnocentrism in two different cultural perspectives. This research extends ethnocentric studies to the level that has not been carried out this far and constructs of this thesis are uniquely brought together for the first time in an academic study. Based on a quantitative research approach & survey design using already validated scales, two empirical studies were carried out to investigate Pakistani consumers residing in Pakistan and UK. Study 1 was undertaken in Pakistan to explore the effect of religiosity and materialism as antecedent/moderator on the levels of ethnocentrism and animosity causing willingness to purchase home-country products among home country consumers. Study 2 repeated the same conceptual scheme to investigate the behaviours of UK based Pakistani consumers. Representing two different cultural contexts, a total of 1050 responses were obtained and subjected to data analysis involving descriptive analysis, scale reliability test, regression analysis, t- test, exploratory and confirmatory factor analysis and analysis of structural models. The study results revealed that religiosity is a strong predictor of consumer ethnocentrism in both cultures with moderating role of materialism in Pakistan. So higher the level of religiosity, greater would be the consumer ethnocentrism and animosity favouring willingness to buy home-country products. Moreover, there were significant differences in the levels of consumer ethnocentrism, religiosity and willingness to buy home-country products between the respondents in Pakistan and those in the UK with UK based consumers scoring lower. On these grounds, the current research contributed to the literature of consumer ethnocentrism by confirming unique causation and moderating factors affecting Pakistani consumer's ethnocentric and animosity behaviour influencing their willingness to buy home-country products.

Item Type: Thesis (PhD)
Contributors: Newman, A (Supervisor) and Wang, W (Supervisor)
Schools: Schools > Salford Business School
Depositing User: Institutional Repository
Date Deposited: 30 Jul 2021 13:42
Last Modified: 04 Aug 2022 11:22
URI: https://usir.salford.ac.uk/id/eprint/61373

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