Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/258782 
Year of Publication: 
2022
Citation: 
[Journal:] Journal of Risk and Financial Management [ISSN:] 1911-8074 [Volume:] 15 [Issue:] 2 [Article No.:] 58 [Publisher:] MDPI [Place:] Basel [Year:] 2022 [Pages:] 1-13
Publisher: 
MDPI, Basel
Abstract: 
Across the globe, xenocentrism has emerged as a critical concept for understanding the behavior of consumers towards the purchase of local and foreign products. In line with this context, and based on samples collected from Malaysia and Nigeria, this study analyzed the direct effects of xenocentrism on the buying behavior of consumers towards imported products with perceived product quality, purchase intention, and product attitude as the variables used to measure consumers' buying behavior. XSCALE was used to measure xenocentrism, and the research model was analyzed with the partial least squares form of structural equation modeling. A total of 400 responses were gathered from Malaysia, whereas 453 responses were gathered from Nigeria. Findings from the investigation show that xenocentrism has a positive influence on perceived product quality (Malaysia = 46.7%, Nigeria = 35%), purchase intention (Malaysia = 46%, Nigeria = 47.3%), and product attitude (Malaysia = 39.2%, Nigeria = 38.4%), Based on these findings, this study concluded that xenocentrism is a valid construct for assessing the purchase behavior of consumers in Malaysia and Nigeria towards foreign products competing in their local markets. On the same note, the findings from this research can be used to develop sustainable marketing strategies suitable for xenocentric consumers across Malaysia and Nigeria (in particular), and the entire developing economies (in general).
Subjects: 
attitude
behavior
consumer
products
purchase intention
xenocentrism
AMOS-SEM
JEL: 
M300
M310
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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