engleski

Xenophilia in the context of consumer behaviour: causes and effects

The main purpose of this paper is to explore the causes and effects of the consumer’s xenophilia. This paper investigates the influence of country image, nostalgia, travelling frequency, and ecological consciousness on the consumer xenophilia, as well as its impact on the willingness to pay higher prices for Western countries’ products. Namely, the definition of xenophilia is assessed as the consumer’s tendency towards the Western countries. Data was collected on the sample of 243 Croatian consumers using Internet during August and September 2017. Consumers’ attitudes were mainly explored using the Likert scale. Gathered data was analysed with several statistical methods. The reliability of measurement scales was estimated with Cronbach alpha coefficient and xenophilic consumers were grouped using cluster analysis. Sample adequacy was tested using Kaiser-Meyer-Olkin (KMO) and Bartletts’ sphericity test indicators. Factors were extracted with exploratory factor analysis. Finally, regression analysis was used for testing the relationships among the researched variables, that is the formulated hypotheses. Research results show that the analysed predictors, except nostalgia, significantly influence xenophilia, which impacts the willingness to pay higher prices for Western countries’ products. The results also show that country image, as a predictor, exhibits a greater influence on xenophilia. Moreover, xenophilia positively impacts the consumer’s perception of quality and attractiveness of products from certain countries, whereby the most preferable country in this context is Germany. These results can be applied in advertising and retail outlet arrangements, as well as for distribution channels selection.

Consumer behaviour, Country image, Xenophilia

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