To purchase or not to purchase US products: role of religiosity, animosity, and ethno-centrism among Malaysian consumers
Abstract
Purpose
The main purpose of this research is to empirically test how animosity, religiosity, and ethnocentrism interact to affect judgment about US products and purchase action of consumers in a progressive Islamic country like Malaysia. There are many studies that have been conducted in conservative Islamic countries such as Iran, Jordan, Morocco, Pakistan and Saudi Arabia.
Design/methodology/approach
The product chosen for this research is US fast food restaurants. A questionnaire was constructed and responses were obtained from 410 Malaysian consumers from different ethnic backgrounds. The authors tested the framework using structural equation modeling (SEM).
Findings
Based on the test results, the authors conclude the following significant relationships: animosity on purchase action of consumers, ethnocentric tendencies on animosity of consumers, religiosity on ethnocentric tendencies of consumers, religiosity on animosity of consumers, ethnocentric tendencies of consumers on judgment of foreign product, foreign product judgment of consumers on purchase action, and animosity and ethnocentrism play mediating roles.
Originality/value
The current study adds significantly to the body of knowledge on consumer behavior, especially the roles of animosity, religiosity, and ethnocentrism. The findings can help marketing managers to formulate appropriate strategies when consumers decide to boycott US products.
Keywords
Acknowledgements
Received 28 January 2012 Revised 4 June 2012 Accepted 20 August 2012
Citation
Ahmed, Z., Anang, R., Othman, N. and Sambasivan, M. (2013), "To purchase or not to purchase US products: role of religiosity, animosity, and ethno-centrism among Malaysian consumers", Journal of Services Marketing, Vol. 27 No. 7, pp. 551-563. https://doi.org/10.1108/JSM-01-2012-0023
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited