An examination of the effects of consumer racism and consumer ethnocentrism on willingness to buy products associated with ethnic Chinese
Purpose –this paper attempts to investigate the effects of consumer racism and ethnic-level consumer ethnocentrism on Malay consumers’ willingness to buy toward products associated with Malaysian ethnic Chinese. Design/methodology/approach – Potential respondents were obtained through social me...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
Australia New Zealand International Business Academy (ANZIBA) Conference 2015
2015
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/60156/ http://irep.iium.edu.my/60156/ http://irep.iium.edu.my/60156/2/Conference%20Programme%20-%20ANZIBA%202015%20Preliminary.pdf http://irep.iium.edu.my/60156/3/An%20examination%20of%20the%20effects%20of%20consumer%20racism%20and%20consumer%20ethnocentrism%20on%20willingness%20to%20buy%20products%20associated%20with%20ethnic%20Chinese.pdf |
| Summary: | Purpose –this paper attempts to investigate the effects of consumer racism and ethnic-level
consumer ethnocentrism on Malay consumers’ willingness to buy toward products associated
with Malaysian ethnic Chinese.
Design/methodology/approach – Potential respondents were obtained through social media
platform and were directed to an online survey questionnaire. The total respondents were
210. The hypothesized relationships between the constructs were analyzed using the partial
least squares approach.
Findings – Consumer racism was found to have negative effect on product judgment but not
willingness to buy. The results also suggest that consumer ethnocentrism did not have any
negative effects on both product judgment and willingness to buy. However, three of the
unsupported hypotheses have significant t-values which suggest rather interesting findings.
Research limitations/implications – This study did not incorporate specific products and/or
brands to predict consumers’ reaction, but rather, used a collection of familiar products to
elicit generalized response. Future studies can use specific brands or products associated with
a particular ethnic group.
Originality/value – This study utilized a modified consumer racism scale to suit the
Malaysian marketplace and as according to the country’s historical aspects. Similar scale can
be utilized in countries with similar historical background and/or multiethnic societies. |
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