The relationship of consumer ethnocentrism, purchase intention, and lifestyle in first-generation bicultural ethnic groups

Authors

  • Iliana E. Aguilar-Rodríguez CENTRUM PUCP Graduate Business School - Pontificia Universidad Católica del Perú, Los Álamos de Monterrico, Daniel Alomía Robles 125, Santiago de Surco, Lima, Perú & Escuela de Negocios - Universidad de Las Américas, Sede Udlapark, Redondel del Ciclista, Antigua Vía a Nayón, Quito, Ecuador
  • Leopoldo G. Arias-Bolzmann CENTRUM PUCP Graduate Business School - Pontificia Universidad Católica del Perú, Los Álamos de Monterrico, Daniel Alomía Robles 125, Santiago de Surco, Lima, Perú

Abstract

The study analyzed consumer ethnocentrism’s relationship in the first generation Colombian-Canadian bicultural ethnic consumer with purchase intention and lifestyle. One hundred and fifty-eight personal surveys were conducted in Toronto, Canada. It found that ethnocentrism positively influenced the perceptions of Canadian products compared to Colombian products. However, lifestyle was not significantly related to purchase intention. These findings motivate companies to identify their bicultural consumers who may favor products of the host country over most foreign products. It is possible that individuals who incorporate dual ethnic identities can move away from one value system and adopt another; thus, more empirical evidence on the behavior of this type of consumer must be provided, mainly when multinationals compete among one another rather than with their national rivals, with the concept of country of origin being highlighted. Consequently, organizations should know how affiliation with the host country may positively affect on purchase intentions concerning the country of origin.

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Published

2021-03-04

Issue

Vol. 31 No. 1 (2021)

Section

Articles

License

Copyright (c) 2021 Iliana E. Aguilar-Rodríguez, Leopoldo G. Arias-Bolzmann

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How to Cite

The relationship of consumer ethnocentrism, purchase intention, and lifestyle in first-generation bicultural ethnic groups. (2021). Journal of Small Business Strategy (archive Only), 31(1), 20-38. https://libjournals.mtsu.edu/index.php/jsbs/article/view/1975