Consumer ethnocentrism and purchase intentions in native Latin American consumers

Abstract

This study examines the role of consumer ethnocentrism (CET), distinguishing between Hard Ethnocentrism (HET) and Soft Ethnocentrism (SET) and how they influence Purchase Intentions (PIN), and investigates gender as a moderating variable. 372 Latin American native consumer electronic survey data were collected, and an analysis of a structural equation model (SEM) and Multigroup Analysis was conducted to verify the research hypotheses. The results indicate that HET among consumers does not significantly affect PIN. Conversely, SET positively impacts the PIN.

Furthermore, there are varying levels of ethnocentrism related to gender. This study is the first to examine consumers who stay in their native countries rather than emigrate. It suggests to decision-makers how these findings can enhance international marketing strategies when dealing with global brands.