Original scientific paper
The Intensity and Impact of Consumer Animosity and Ethnocentrism in Croatia
Matea Matić
; Department of economy and bussines economy of University of Dubrovnik
Abstract
Consumers’ attitudes and feelings towards foreign products have been the subject of research in the field of consumer behaviour for years. Consumer ethnocentrism and animosity refer to the economic consequences of consumer purchasing choices as a result of consumers’ moral and social obligations or their emotional responses. Negative stereotypes and feelings can strongly affect consumers’ moral and social responsibility and thus their final choice to purchase a domestic or a foreign product. This paper aims to determine the difference in animosity and ethnocentric tendencies with regard to a particular region, county, and type and size of settlements in Croatia. Moreover, the objective of the paper was to assess the direction and size of the impact of consumer animosity towards the countries of former Yugoslavia on consumer ethnocentric tendencies. The research was conducted on a sample of 1,000 respondents in the Republic of Croatia. The data were collected through a questionnaire and analysed using factor analysis, analysis of variance (ANOVA)
and the Pearson correlation coefficient to obtain relevant results. Analysis of variance has showed that there are significant differences in the consumer animosity and ethnocentric tendencies between counties and different types of settlements, but not between individual regions. The results also confirmed the correlation between consumer animosity towards the countries of former Yugoslavia and consumer ethnocentric tendencies in Croatia.
Keywords
consumer animosity; consumer etnocentrism; region; county; Croatia
Hrčak ID:
107918
URI
Publication date:
24.7.2013.
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