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Journals / Ege Akademik Bakış / 2018 / Cilt: 18 - Sayı: 3

The Effect of Consumer Ethnocentrism on Purchase Intention of Products from Local Supermarkets: The Mediating Role of Attitudes Towards Local Campaigns

Tüketici Etnosentrizminin Yerel Marketlerden Ürün Satın Alma Niyeti Üzerindeki Etkisi: Yerel Kampanyalara Yönelik Tutumun Aracı Rolü

Erdem ÖZKAN
Adem UYSAL
Abdullah OKUMUŞ
Pages
387–397
Publication Date
2022-10-12
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, it has been found that consumers’ attitudes towards local campaigns have a partial and full mediation effect on the positive effect of ethnocentrism levels on purchase intentions of products from local supermarkets.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study was to explain the effect of consumers’ ethnocentrism levels on purchase intentions of products from local supermarkets depending on the collectivist values and to determine the mediation role of consumer attitudes towards local campaigns.
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Key Findings & Data:The scope of the study includes local campaigns that promoted by non-governmental organizations and local supermarket associations and encouraged to shop at local supermarkets, and consumers who were exposed to these campaigns.
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Conclusion & Impact:In addition, it has been found that consumers’ attitudes towards local campaigns have a partial and full mediation effect on the positive effect of ethnocentrism levels on purchase intentions of products from local supermarkets.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this study was to explain the effect of consumers’ ethnocentrism levels on purchase intentions of products from local supermarkets depending on the collectivist values and to determine the mediation role of consumer attitudes towards local campaigns. The scope of the study includes local campaigns that promoted by non-governmental organizations and local supermarket associations and encouraged to shop at local supermarkets, and consumers who were exposed to these campaigns. In this context, data was collected via face-to-face survey and evaluated by path analysis. As a result, it has been found that the collectivism values of the consumers positively affect the ethnocentrism levels. In addition, it has been found that consumers’ attitudes towards local campaigns have a partial and full mediation effect on the positive effect of ethnocentrism levels on purchase intentions of products from local supermarkets.

Özet

Çalışmanın amacı, tüketicilerin toplulukçulukdeğerlerine bağlı olarak etnosentrizm seviyelerininyerel marketlerden ürün satın alma niyetleri üzerindekietkisinin açıklanması ve yerel kampanyalarayönelik tüketici tutumlarının aracı rolünün tespitedilmesidir. Çalışmanın kapsamına yerel sivil toplumörgütleri ile yerel market birlikleri tarafındangerçekleştirilen ve yerel marketlerden alışverişyapmayı teşvik eden yerel kampanyalar ve bu kampanyalaratemas eden tüketiciler dahil edilmiştir.Bu kapsamda, 344 tüketiciden yüz yüze anket yöntemiyleveriler toplanmış ve yol analizi yöntemiyledeğerlendirilmiştir. Yapılan analizler sonucunda, tüketicilerintoplulukçuluk değerlerinin etnosentrizmseviyelerini pozitif olarak etkilediği bulunmuştur.Ayrıca, tüketicilerin etnosentrizm seviyelerinin yerelmarketlerden ürün satın alma niyetleri üzerindekipozitif yönlü etkisinde yerel kampanyalara yöneliktutumlarının kısmi ve tam aracı etkiye sahip olduğutespit edilmiştir.

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Cite This Article

ÖZKAN, E., UYSAL, A., OKUMUŞ, A. (2022). The Effect of Consumer Ethnocentrism on Purchase Intention of Products from Local Supermarkets: The Mediating Role of Attitudes Towards Local Campaigns. Ege Akademik Bakış, Cilt: 18 - Sayı: 3, 387–397. https://ajindex.com/articles/495176

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