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  • The Impact of Consumer Ethnocentrism and Animosity on Purchase Intention: Тhe Case of American and European FMCG Products in Russiа

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Bernhard Linecker
The Impact of Consumer Ethnocentrism and Animosity on Purchase Intention: Тhe Case of American and European FMCG Products in Russiа
Marketing
(Master’s programme)
9
2019
Purpose: This research investigates the impact of consumer ethnocentrism and war animosity on purchase intention of Russian consumers of FMCG products from the USA and EU. It has been shown extensively that these concepts can have a significant impact on purchase intention. I.e. US consumers have started to boycott Russian products after the start of recent geopolitical tensions.

Design/Methodology/approach: The data was provided from question-naires handed out mainly to Russian students in Moscow and regional cities. PCR predicted the constructs influence on purchase intention.

Findings: It is predicted that the higher the level of ethnocentrism and animosity among young educated Russians is, the less likely they are to purchase imports from the US and the EU. Conversely said, the more open respondents are, the more they are willing to buy imports. PCA revealed two-dimensionality of the CETSCALE similar to other studies.

Research limitations: Generalizing the research’s findings to the whole population should be done with caution since a convenience sample with mostly students was used. Moreover, the high proportion of women and Moscow inhabitants in the sample complicate making the study representational for the whole Russian Federation.

Managerial implications: Results can be considered in marketing for developing strategies to target consumers with negative sentiments towards imports vs internationalistic and open-minded consumers.

Originality/value: Much research on these concept has been done, whereas for the Russian context little. The usage of the 10-item CETSCALE in this context and with this sample is a total novelty.

Keywords: Consumer ethnocentrism, consumer animosity, Russia, pur-chase intention, (un)willingness to buy, FMCG, protectionism

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