Prethodno priopćenje
https://doi.org/10.17818/DIEM/2024/1.15
BABY BOOMERS AND GENERATION Z: THE ROLE OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTION
Ivana Pavlić
; University of Dubrovnik, Department of Economics and Business, Croatia
Sažetak
Ethnocentrism is a very sophisticated and complex phenomenon that attracts the attention of many scholars who study it from different angles. One specific approach, undoubtedly from the perspective of behavioural economics, is consumer ethnocentrism. Consumer ethnocentrism as a special phenomenon was created to study the link between marketing and consumer behaviour with the concept of ethnocentrism. This concept has been shown to have a greater impact on purchase intent than some traditional marketing approaches. Ethnocentrism has a significant impact on consumer attitudes towards foreign brands, purchase intentions and purchase decisions for products from Croatia and abroad. The main purpose of this paper is therefore to investigate the relationship between the ethnocentrism of different generations (Baby Boomers and Generation Z) and their purchase intention for domestic and foreign products. The survey was conducted using a questionnaire. 218 members of Generation Z and 223 members of Baby Boomers in the Republic of Croatia were included in the survey. The results showed that the high level of ethnocentrism among baby boomers is positively associated with the intention to purchase domestic products and negatively associated with the baby boomers’ intention to purchase foreign products from China and the former Yugoslavia. In addition, the likelihood of buying domestic products is higher where the level of ethnocentrism is higher. There is no correlation between the ethnocentrism of Generation Z and purchase intentions in general.
Ključne riječi
Consumer ethnocentrism; Baby Boomer; Generation Z; Purchase intention
Hrčak ID:
313345
URI
Datum izdavanja:
16.1.2024.
Posjeta: 414 *