Willingness to Buy Foreign Products in Relation to Ethnocentric Tendencies and Worldminded Attitudes of Consumers

The aim of this study is to investigate how consumer ethnocentrism and worldmindedness change consumer attitudes, and how domestic product judgment moderates this relationship. Associated hypotheses are tested with data collected with a field survey of a sample of 292 consumers in Çanakkale. The research illustrates the worldmindedness construct with recognized consumer ethnocentrism notion. Results reveal that consumer ethnocentrism is negatively related to willingness to buy foreign products, and domestic product judgment does not have significant moderating effect in this relationship. Worldmindedness, on the contrary, is not related with willingness to buy foreign products, but domestic product judgment has a significant moderator role on the relationship between worldmindedness and willingness to buy foreign products. At the end, the research findings are discussed and also future research opportunities are presented.