Consumer xenocentrism and foreign goods purchase intention in an emerging economy

Purpose: The purpose of this study is to test consumer xenocentric tendencies on foreign goods purchase intention and to examine the mediating role of cultural openness on the relationship. Design/methodology/approach: A total number of 204 respondents participated in the study. Web-based sampling technique was employed to select a cross-section of consumers. Structural equation modelling technique of AMOS 21 version was used to test the nature of relationships in the research hypotheses. Findings: The results suggest that except country image and interpersonal influence, all other constructs had a positive significant relationship with the intention to purchase. Country of origin, self-confidence and self-esteem had impact on consumer intention to purchase foreign products, though exposure of consumers to other cultures did not endear them to the products of those foreign markets. Practical implications: From a managerial perspective, management awareness of xenocentrism tendencies is the surest way to make prudent decisions with respect to stocking and distributing foreign and local products or services. Originality/value: The current study brings newness to the phenomenon as it tests consumer xenocentric (C-XEN) constructs in an emerging economy, and cultural openness as a mediating variable.