The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference
Year: 2023
Type: article
Study design: Observational Study
Abstract: This research aims to investigate the mediating role of the country of origin effect (COO) in the relationship between consumer ethnocentrism (CE) and cafe preference. Consumer ethnocentrism refers to the extent to which consumers exhibit a preference for domestic products over foreign ones. The country of origin effect suggests that consumers’ evaluations and perceptions of a product are influenced by its country of origin. In the context of the cafe industry, this study examines whether consumer ethnocentrism influences Turkish/American cafe preference, and whether this relationship is mediated by the country of origin effect for Turkish consumers who live in Rize. The findings revealed that CE has an effect on both COO and cafe preference. COO has a direct effect on cafe preference and mediation role in the effect of consumer ethnocentrism on cafe preference. The result indicating that the country of origin effect of Turkish consumers has a positive impact on both Turkish and American cafe preferences suggests that Turkish consumers may have a favorable view of both Turkish and American cafes based on their perceived country of origin.
Author: Gülçin BİLGİN TURNA
Institution: Recep Tayyip Erdoğan University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4387932223