INVESTIGATING CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY IN THE CONTEXT OF CULTURAL SIMILARITY: BOSNIA AND HERZEGOVINA APPLICATION

27458

The purpose of this study is to investigate whether the impact of consumers’ ethnocentrism and consumer animosity on their purchase intention toward foreign products differs between culturally similar and dissimilar countries. In this context, the proposed model was tested on a sample of Bosnian households in the different cities. The data was collected from 300 participants. The results showed that consumer ethnocentrism has a negative impact on purchase intention toward foreign products. Results also showed that Bosnian consumers feel both war and economic animosty towards Serbia and Netherlands. Further, consumers’ war and economic animosity have a negative impact on their purchase intention toward foreign products. Cultural similarity between consumers’ home and foreign product’s country has a weakening effect on the negative impact of consumers’ ethnocentrism and economic animosity on their purchase intention toward foreign products but does not have a weakening effect on the negative impact of war animosity.

65

Consumer Ethnocentrism , War Animosity , Economic Animosity , Purchase Intention , Cultural Similarity

Afyon Kocatepe University Journal Of Economics an‎d Administrative Sciences

78

Afyon Kocatepe University Journal Of Economics an‎d Administrative Sciences