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FROM ETHNOCENTRISM TO COSMOPOLITANISM: A STUDY ON CHINESE CONSUMERS' PURCHASE INTENTIONS FOR FAST FOOD

Year 2025, Volume: 3 Issue: 5, 1 - 19

Tuğba Akbulak , Ünal Halit Özden

https://doi.org/10.62101/iticudisticaretdergisi.1602033

Abstract

With the influence of globalization, cultural norms across nations are undergoing constant transformation, leading to significant shifts in consumer purchasing behaviors. This evolution provides businesses with opportunities to transcend national borders and expand into international markets. The fast food industry, like other sectors, has played a pioneering role in this process. Socio-psychological factors such as consumers’ cultural attachment, openness to innovation, interest in international cuisines, and pursuit of diversity are critical determinants in fast food preferences. This study examines the effects of ethnocentrism, cosmopolitanism, the pursuit of diversity, and innovativeness on the purchase intentions of American fast food products among Chinese consumers. A survey was conducted with a sample of consumers aged 16 and above, and the data were analyzed using structural equation modelling. The findings reveal that ethnocentrism and the variety seeking have positive effects on purchase intentions; however, cosmopolitanism and personal innovativeness may, under certain circumstances, constrain purchasing behaviors.
The results highlight the importance of considering socio-psychological factors in the marketing strategies of businesses operating in the fast food industry. This study serves as a strategic guide for companies aiming to enter the Chinese market.

Keywords

Globalization Ethnocentrism Cosmopolitanism Variety seeking Fast Food Purchase Intention.

References

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ETNOSENTRİZMDEN KOZMOPOLİTANİZME: ÇİNLİ TÜKETİCİLERİN FAST FOOD SATIN ALMA NİYETLERİ ÜZERİNE BİR ARAŞTIRMA

Year 2025, Volume: 3 Issue: 5, 1 - 19

Tuğba Akbulak , Ünal Halit Özden

https://doi.org/10.62101/iticudisticaretdergisi.1602033

Abstract

Küreselleşmenin etkisiyle dünya genelinde ulusların kültürel normları sürekli bir değişim göstermekte ve bu durum tüketicilerin satın alma davranışlarında önemli dönüşümlere yol açmaktadır. Bu değişim, işletmelere ev sahibi ülkelerin sınırlarını aşarak diğer ülkelere yayılma fırsatları sunmaktadır. Fast food sektörü, diğer sektörler gibi bu süreçte öncü bir rol üstlenmiştir. Tüketicilerin kültürel bağlılıkları, yeniliklere açıklıkları, uluslararası mutfaklara ilgileri ve çeşitlilik arayışları gibi sosyo-psikolojik faktörler, fast food tercihlerinde belirleyici bir role sahiptir. Bu çalışma, etnosentrizm, kozmopolitanizm, çeşitlilik arayışı ve yenilikçilik faktörlerinin Çinli tüketiciler arasındaki ABD fast food ürünlerini satın alma niyeti üzerindeki etkilerini incelemektedir. Araştırmada, 16 yaş ve üzeri tüketicilerden oluşan bir örnekleme anket uygulanmış ve veriler yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Bulgular, etnosentrizm ve çeşitlilik arayışının satın alma niyetleri üzerinde pozitif etkiler yarattığını; ancak kozmopolitanizm ve yenilikçiliğin belirli durumlarda satın alma davranışlarını sınırlayabildiğini göstermektedir. Elde edilen sonuçlar, fast food sektöründe faaliyet gösteren işletmelerin pazarlama stratejilerinde sosyo-psikolojik faktörleri dikkate almalarının önemini vurgulamaktadır. Bu çalışma, Çin pazarına giriş yapmak isteyen işletmelere stratejik bir rehber niteliği taşımaktadır.

Keywords

Küreselleşme Etnosentrizm Kozmopolitanizm Çeşitlilik Arayışı Fast Food Satın Alma Niyeti

References

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  • Khan, H., Bamber, D., & Quazi, A. (2012). Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216. https://doi.org/10.1080/0267257X.2011.635153
  • Lu Wang, C., & Xiong Chen, Z. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing, 21(6), 391–400. https://doi.org/10.1108/07363760410558663
  • Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365. https://doi.org/10.1086/209403
  • McAlister, L., & Pessemier, E. A. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(3), 311-322. https://doi.org/10.1086/208926
  • Merton,R. (1957). Social theory and social structure. Glencoe, IL: Free Press.
  • Nakata, C., & Sivakumar, K. (2016). Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands. Asia Pacific Journal of Marketing and Logistics, 28(5), 857–876. https://doi.org/10.1108/APJML-07-2016-0113
  • Neuliep, J. W. (2012). Intercultural communication: A contextual approach. Sage Publications.
  • Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23–38. https://doi.org/10.1016/j.ijresmar.2003.05.001
  • Oyserman, D., Kemmelmeier, M., & Coon, H. M. (2002). Cultural psychology, a new look: Reply to Bond (2002), Fiske (2002), Kitayama (2002), and Miller (2002). Psychological Bulletin, 128(1), 110–117. https://doi.org/10.1037/0033-2909.128.1.110
  • Park, J. E., & Yoon, S.-J. (2017). Antecedents of consumer animosity and the role of product involvement on purchase intentions. American Journal of Business, 32(1), 42–57. https://doi.org/10.1108/AJB-08-2016-0028
  • Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31–60. https://doi.org/10.1300/J042v15n02_02
  • Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism: Review and replication of the CYMYC scale. Journal of Business Research, 62(4), 407-419. https://doi.org/10.1016/j.jbusres.2008.01.041
  • Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285–305. https://doi.org/10.1057/jibs.2011.51
  • Rogers, E. M. (2003). Diffusion of innovations. New York, NY: Free Press.
  • Saffu, K., Walker, J. H., & Mazurek, M. (2010). The role of consumer ethnocentrism in a buy national campaign in a transitioning country: Some evidence from Slovakia. International Journal of Emerging Markets, 5(2), 203–226. https://doi.org/10.1108/17468801011031829
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There are 62 citations in total.

Details

Primary Language Turkish
Subjects Marketing in International Trade
Journal Section Araştırma Makalesi
Authors

Tuğba Akbulak 0009-0001-3673-1863

Ünal Halit Özden 0000-0003-0924-4848

Early Pub Date June 25, 2025
Publication Date
Submission Date December 15, 2024
Acceptance Date January 30, 2025
Published in Issue Year 2025 Volume: 3 Issue: 5

Cite

APA Akbulak, T., & Özden, Ü. H. (2025). ETNOSENTRİZMDEN KOZMOPOLİTANİZME: ÇİNLİ TÜKETİCİLERİN FAST FOOD SATIN ALMA NİYETLERİ ÜZERİNE BİR ARAŞTIRMA. İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi, 3(5), 1-19. https://doi.org/10.62101/iticudisticaretdergisi.1602033
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