Naslov
Influence of consumer ethnocentrism on purchase intentions: case of Croatia

Autori
Renko, Nataša ; Crnjak Karanović, Biljana ; Matić, Matea

Izvornik
Ekonomska misao i praksa : časopis Sveučilista u Dubrovniku (1330-1039) 21 (2012), 2; 529-544

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
ethnocentrism ; consumer ethnocentrism ; purchase intention ; Cetscale ; Croatia

Sažetak
In this paper the author examine the effects of consumer ethnocentrism on purchase intentions towards domestic and foreign products, and also provides useful information on marketing implications derived from the obtained results. The purpose of this study is to determine the impact of consumers' ethnocentric tendencies on purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in a developing country such as Croatia. The research instrument was a questionnaire and the data were collected through personal interviews using the representative sample of 1000 respondents. Factor analysis and Spearman correlation coefficient were used to test the research hypothesis. It was determined that consumers' ethnocentric tendencies play a significant role in predicting purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in Croatian market. Results indicate that consumer's ethnocentric tendency positively related to intention to purchase local products and negatively related to products from former Yugoslavia and European Union.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA