The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

Gülçin Bilgin Turna

doi:10.26466/opusjsr.1318279

TR EN

Öz

Bu çalışma, tüketici etnosentrizm ile kafe tercihi arasındaki ilişkide menşe ülke etkisinin aracı rolünü araştırmayı amaçlamaktadır. Tüketici etnosentrizmi, tüketicilerin yerli ürünleri yabancı ürünlere tercih etme derecesini ifade etmektedir. Menşe ülke etkisi, tüketicilerin bir ürüne ilişkin değerlendirmelerinin ve algılarının menşe ülkesinden etkilendiğini öne sürmektedir. Bu çalışma, kafe sektörü bağlamında, Rize'de yaşayan bireyler için tüketici etnosentrizminin Türk/Amerikan kafe tercihini etkileyip etkilemediğini ve bu ilişkiye menşe ülke etkisinin aracılık edip etmediğini incelemektedir. Bulgular, tüketici etnosentrizminin hem köken ülke etkisi hem de kafe tercihi üzerinde etkisi olduğunu ortaya koymuştur. Menşe ülke etkisinin kafe tercihi üzerinde doğrudan etkisi vardır ve tüketici etnosentrizminin kafe tercihi üzerindeki etkisinde aracılık rolüne sahiptir. Türk tüketicilerin menşe ülke etkisinin hem Türk hem de Amerikan kafe tercihlerini olumlu yönde etkilediğini gösteren sonuç, Türk tüketicilerin algıladıkları menşe ülkeye bağlı olarak hem Türk hem de Amerikan kafeleri hakkında olumlu bir görüşe sahip olabileceklerini göstermektedir.

Anahtar Kelimeler

Tüketici etnosentrizmi , cafe tercihi , menşe ülke etkisi , mediation , Turk kafeler , Amerikan kafeler.

The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

Abstract

This research aims to investigate the mediating role of the country of origin effect (COO) in the relationship between consumer ethnocentrism (CE) and cafe preference. Consumer ethnocentrism refers to the extent to which consumers exhibit a preference for domestic products over foreign ones. The country of origin effect suggests that consumers’ evaluations and perceptions of a product are influenced by its country of origin. In the context of the cafe industry, this study examines whether consumer ethnocentrism influences Turkish/American cafe preference, and whether this relationship is mediated by the country of origin effect for Turkish consumers who live in Rize. The findings revealed that CE has an effect on both COO and cafe preference. COO has a direct effect on cafe preference and mediation role in the effect of consumer ethnocentrism on cafe preference. The result indicating that the country of origin effect of Turkish consumers has a positive impact on both Turkish and American cafe preferences suggests that Turkish consumers may have a favorable view of both Turkish and American cafes based on their perceived country of origin.

Keywords

Consumer ethnocentrism , cafe preference , country of origin effect , Turkish cafes , American cafes.

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Details

Primary Language

English

Subjects

Sociology (Other)

Journal Section

Research Article

Authors

Gülçin Bilgin Turna ^*
Türkiye

Early Pub Date

October 26, 2023

Publication Date

October 30, 2023

Submission Date

June 21, 2023

Acceptance Date

October 21, 2023

Published in Issue

Year 2023 Volume: 20 Number: Human Behavior and Social Institutions

DOI

https://doi.org/10.26466/opusjsr.1318279

IZ

https://izlik.org/JA39RL65AJ

APA

Bilgin Turna, G. (2023). The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference. OPUS Journal of Society Research, 20(Human Behavior and Social Institutions), 795-811. https://doi.org/10.26466/opusjsr.1318279

Öz

Anahtar Kelimeler

The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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