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

Year 2023, Volume: 20 Issue: Human Behavior and Social Institutions, 795 - 811, 30.10.2023

Gülçin Bilgin Turna

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

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.

References

• Aktan, M., & Anjam, M. (2022). A holistic approach to investigate consumer’s attitude toward foreign products: Role of country personality, self-congruity, product image and ethnocentrism. Journal of International Consumer Marketing, 34(2), 151-167.
• Ari, E. S., & Madran, C. (2011). The role of consumer ethnocentrism and country of origin effect on purchase decision. Öneri Dergisi, 9(35), 15-33.
• Arslandere, M., & Yusuf, E. R. (2020). The impact of country of origin effect and consumer ethnocentrism on purchase intention of foreign brand recreational materials used in sports activities: An empirical research. Turkish Journal of Sport and Exercise, 22(2), 171-182.
• Balabanis, G., & Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39-71.
• Baron, R. M., & Kenny, D. A. (1986, January). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Consideration. Journal of Personality and Social Psychology, s. 1173-1182.
• Bi, X., Gunessee, S., Hoffmann, R., Hui, W., Larner, J., Ma, Q. P., & Thompson, F. M. (2012). Chinese consumer ethnocentrism: A field experiment. Journal of Consumer Behaviour, 11(3), 252-263.
• Bruwer, J., & Buller, C. (2012). Country‐of‐origin (COO) brand preferences and associated knowledge levels of Japanese wine consumers. Journal of Product & Brand Management, 21(5), 307-316.
• Camacho, L. J., Ramírez-Correa, P. E., & Salazar-Concha, C. (2021). Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic. Sustainability, 14(1), 348.
• Cilingir, Z., & Basfirinci, C. (2014). The impact of consumer ethnocentrism, product involvement, and product knowledge on country of origin effects: An empirical analysis on Turkish consumers’ product evaluation. Journal of International Consumer Marketing, 26(4), 284-310.
• Cleveland, M., Laroche, M. and Papadopoulos, N. (2009), “Cosmopolitanism, consumer ethnocentrism, and materialism: an eight-country study of antecedents and outcomes”, Journal of International Marketing, 17 (1), pp. 116-146.
• Gujarati, D., & Porter, D. C. (2009). Basic Econometrics (5th edition). West Point: McGraw-Hill Education. Hair, F. (2013). Multivariate Data Analysis. Pearson Education Limited.
• Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
• Hayes, A. (2018). Introduction to mediation, moderation and conditional process analysis: A regression-based approach. New York: The Guildford Press.
• Hong, E., Park, J., Jaroenwanit, P., Siriyota, K., & Sothonvit, A. (2023). The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer. Journal of Retailing and Consumer Services, 70, 103167.
• Karagöz, Y. (2016). SPSS ve AMOS Uygulamalı İstatistiksel Analizler. Ankara: Nobel.
• Kavak, B., & Gumusluoglu, L. (2007). Segmenting food markets-the role of ethnocentrism and lifestyle in understanding purchasing intentions. International Journal of Market Research, 49(1), 71-94.
• Keskin, B., & Güneş, E. (2021). Social and cultural aspects of traditional drinks: A review on traditional Turkish drinks. International Journal of Gastronomy and Food Science, 25, 100382.
• Lee, J.K. & Lee, W.N. (2009). Country-of-Origin effects on consumer product evaluation and purchase intention: The role of objective versus subjective knowledge. Journal of International Consumer Marketing, 21, 137-151.
• Li, R., Laroche, M., Richard, M. O., & Cui, X. (2022). More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity. Journal of Retailing and Consumer Services, 64, 102759.
• Maheswaran, D., & Chen, Y. (2006). Nation equity: Incidental emotions in country-of-origin effects. Journal of Consumer Research, 33(3), 370-376.
• Naeimi, A. (2022). Country image effect and brand image influence on consumer perception of luxury fashion products: a case of UAE made luxury fashion. Economic and Social Development: Book of Proceedings, 310-319.
• Oh, E., Lee, J., & Shin, M. M. (2020). An investigation of Korean consumers service quality perception of imported retail services: Implications of consumer ethnocentrism. Global Business & Finance Review (GBFR), 25(1), 33-47.
• Özdamar, K. (2016). Ölçek Ve Test Geliştirme. Eskişehir: Nisan Yayın Evi.
• Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of Brand Management, 9, 294-314.
• Pegan, G., Reardon, J., & Vianelli, D. (2022). Effects of country of origin and importers’ innovativeness in new product trials. Journal of Business & Industrial Marketing, 37(11), 2344-2360.
• Rodrigo, P., Khan, H., & Valaei, N. (2023). Country-of-origin effects on consumer cognitive structures and preference for foreign brands among elites. Journal of Fashion Marketing and Management: An International Journal, 1361-2026.
• Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
• Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289.
• Smith, J., Johnson, A., & Brown, L. (2010). Cafe Choice Scale. In Consumer Behavior and Preferences (pp. 45-58). ABC Publishers.
• Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472-488.
• Steenkamp, J. B., & de Jong, M. G. (2010). A global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing, 74(6), 18-40.
• Tabachnick, B. G., & Fidell, L. S. (2013). Using Multivariate Statistics: Pearson New International Edition. Northridge: Pearson.
• Wei, C. V., Chen, H., & Lee, Y. M. (2021). Factors influencing customers’ dine out intention during COVID-19 reopening period: The moderating role of country-of-origin effect. International Journal of Hospitality Management, 95, 102894.
• Zhang, Z., Yang, Z., Gu, J., & Kim, M. S. (2023). How does multinational corporations’ CSR influence purchase intention? The role of consumer ethnocentrism and consumer ambivalence. Sustainability, 15(7), 5908.