The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe

The study investigated the effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe. Using a cross-sectional survey of 505 consumers, independent-samples T-test, analysis of variance and structural equation modelling were used to test research hypotheses. R...

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Autores principales:	Charity Muchandiona, Nicholas Z. Kakava, Charles Makanyeza
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	consumer attitude consumer ethnocentrism consumer intention imported grocery products purchase behaviour zimbabwe Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d9c83986097a43658085f94e53ef3d15
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spelling	oai:doaj.org-article:d9c83986097a43658085f94e53ef3d152021-12-02T18:00:21ZThe effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe2331-197510.1080/23311975.2021.1963167https://doaj.org/article/d9c83986097a43658085f94e53ef3d152021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1963167https://doaj.org/toc/2331-1975The study investigated the effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe. Using a cross-sectional survey of 505 consumers, independent-samples T-test, analysis of variance and structural equation modelling were used to test research hypotheses. Results show that gender, age and education significantly influence consumer ethnocentrism. Income was found to have an insignificant influence on consumer ethnocentrism. Results also show that consumer ethnocentrism had a negative effect on consumer attitude towards imported grocery products. Consumer attitude was found to have a positive effect on consumer intention to buy imported grocery products. Similarly, consumer ethnocentrism was found to negatively influence consumer’s intention to purchase imported grocery products while consumer’s intention was found to positively influence consumer’s actual purchase behaviour towards imported grocery products. These findings have theoretical and practical implications.Charity MuchandionaNicholas Z. KakavaCharles MakanyezaTaylor & Francis Grouparticleconsumer attitudeconsumer ethnocentrismconsumer intentionimported grocery productspurchase behaviourzimbabweBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	consumer attitude consumer ethnocentrism consumer intention imported grocery products purchase behaviour zimbabwe Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	consumer attitude consumer ethnocentrism consumer intention imported grocery products purchase behaviour zimbabwe Business HF5001-6182 Management. Industrial management HD28-70 Charity Muchandiona Nicholas Z. Kakava Charles Makanyeza The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe
description	The study investigated the effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe. Using a cross-sectional survey of 505 consumers, independent-samples T-test, analysis of variance and structural equation modelling were used to test research hypotheses. Results show that gender, age and education significantly influence consumer ethnocentrism. Income was found to have an insignificant influence on consumer ethnocentrism. Results also show that consumer ethnocentrism had a negative effect on consumer attitude towards imported grocery products. Consumer attitude was found to have a positive effect on consumer intention to buy imported grocery products. Similarly, consumer ethnocentrism was found to negatively influence consumer’s intention to purchase imported grocery products while consumer’s intention was found to positively influence consumer’s actual purchase behaviour towards imported grocery products. These findings have theoretical and practical implications.
format	article
author	Charity Muchandiona Nicholas Z. Kakava Charles Makanyeza
author_facet	Charity Muchandiona Nicholas Z. Kakava Charles Makanyeza
author_sort	Charity Muchandiona
title	The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe
title_short	The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe
title_full	The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe
title_fullStr	The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe
title_full_unstemmed	The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe
title_sort	effect of consumer ethnocentrism on the acceptance of imported grocery products in harare, zimbabwe
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/d9c83986097a43658085f94e53ef3d15
work_keys_str_mv	AT charitymuchandiona theeffectofconsumerethnocentrismontheacceptanceofimportedgroceryproductsinhararezimbabwe AT nicholaszkakava theeffectofconsumerethnocentrismontheacceptanceofimportedgroceryproductsinhararezimbabwe AT charlesmakanyeza theeffectofconsumerethnocentrismontheacceptanceofimportedgroceryproductsinhararezimbabwe AT charitymuchandiona effectofconsumerethnocentrismontheacceptanceofimportedgroceryproductsinhararezimbabwe AT nicholaszkakava effectofconsumerethnocentrismontheacceptanceofimportedgroceryproductsinhararezimbabwe AT charlesmakanyeza effectofconsumerethnocentrismontheacceptanceofimportedgroceryproductsinhararezimbabwe
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The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe

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