Mapping the influence of country‐of‐origin knowledge, consumer ethnocentrism, and perceived risk on consumer action against foreign products
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2021Resumen
Consumers in Western markets are often called against foreign-made products and their country-of-origin (COO), particularly against controversial COOs and products. As a result, Asian emerging countries and their manufacturing industries (e.g., apparel, toys, or chemicals) have become major targets of anti-consumption in the West, with criticism rooted in political-economic, social, and/or environmental issues. In addition, Western consumers' ethnocentric tendencies are often reinforced by campaigning for domestic product/service alternatives. This backdrop raises questions about the degree of consumers' macro COO knowledge and ethnocentrism, and of their importance as levers of consumer concern about (i.e., risk perceptions) and anti-consumption of foreign products from a controversial COO. This article thus sheds light on the extent to which COO knowledge (whether macro or based on usage experience), along with consumer ethnocentrism, can be considered antecedents of two risk percept...
Palabra/s clave
Anti-consumption
country-of-origin (COO)
consumer ethnocentrism
perceived risk
subjective country knowledge
usage experience