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An examination of the effects of consumer racism and consumer ethnocentrism on willingness to buy products associated with ethnic Chinese


Abdul Latif, Samshul Amry and Abdul Talib, Asmat Nizam (2015) An examination of the effects of consumer racism and consumer ethnocentrism on willingness to buy products associated with ethnic Chinese. In: Australia New Zealand International Business Academy (ANZIBA) 2015 Conference, 11-13 February 2015, Melbourne Business School, Melbourne, Australia. (Unpublished)

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Abstract

Purpose –This paper attempts to investigate the effects of consumer racism and ethnic-level consumer ethnocentrism on Malay consumers’ willingness to buy toward products associated with Malaysian ethnic Chinese. Design/methodology/approach – Potential respondents were obtained through social media platform and were directed to an online survey questionnaire.The total respondents were 210. The hypothesized relationships between the constructs were analyzed using the partial least squares approach.Findings – Consumer racism was found to have negative effect on product judgment but not willingness to buy.The results also suggest that consumer ethnocentrism did not have any negative effects on both product judgment and willingness to buy.However, three of the unsupported hypotheses have significant t-values which suggest rather interesting findings.Research limitations/implications – This study did not incorporate specific products and/or brands to predict consumers’ reaction, but rather, used a collection of familiar products to elicit generalized response.Future studies can use specific brands or products associated with a particular ethnic group.Originality/value – This study utilized a modified consumer racism scale to suit the Malaysian marketplace and as according to the country’s historical aspects. Similar scale can be utilized in countries with similar historical background and/or multiethnic societies.An examination of the effects of consumer racism and consumer ethnocentrism on willingness to buy products associated with ethnic Chinese.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: School of International Studies
Depositing User: PM Dr. Asmat Nizam Abdul Talib
Date Deposited: 13 May 2015 07:16
Last Modified: 12 Apr 2016 04:08
URI: http://repo.uum.edu.my/id/eprint/14013

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