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The effect of consumer racism, ethnic-based consumer ethnocentrism and ethnic-based consumer animosity on Malaysian Malays' product judgment and willingness to buy Malaysian Chinese products

Samshul Amry, Abdul Latif (2016) The effect of consumer racism, ethnic-based consumer ethnocentrism and ethnic-based consumer animosity on Malaysian Malays' product judgment and willingness to buy Malaysian Chinese products. PhD. thesis, Universiti Utara Malaysia.

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Abstract

This thesis investigated the effects of consumer racism, ethnic-based consumer ethnocentrism and ethnic-based consumer animosity of ethnic Malaysian Malay consumers’ product judgment and willingness to buy Malaysian ethnic Chinese products. This thesis used a collection of familiar consumer products and brands to elicit generalized consumer response. Respondents were obtained through two approaches; social media platform and the traditional pencil-and-paper approach. The combined total usable respondents were 425. The hypothesized relationships between the constructs were analyzed through the partial least squares structural equation modeling approach (PLS-SEM). The results showed the constructs were distinct. There were three unsupported hypotheses with significant t-values, suggesting rather interesting findings. Consumer racism was found to have positive relationship on product judgment but not relationship with willingness to buy. The results also suggested that ethnic-based consumer ethnocentrism have negative impact on product judgment and but have positive relationship with willingness to buy, while ethnic-based consumer animosity have positive relationship with willingness to buy only. Future studies can use specific brands or products or product categories associated with a particular ethnic group. This thesis utilized a modified consumer racism scale suited to the Malaysian marketplace as according to the country’s historical aspects and operationalized both consumer ethnocentrism and animosity at subnational level or ethnic-based. The modified scale can be adjusted and be utilized in countries with similar historical background and/or multiethnic societies for future research.

Item Type: Thesis (PhD.)
Uncontrolled Keywords: Consumer Racism, Consumer Ethnocentrism, Consumer Animosity, Consumer Behavior, Malaysia
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: Ghazali Shafie Graduate School of Government
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 30 Mar 2017 15:52
Last Modified: 30 Mar 2017 15:52
URI: http://etd.uum.edu.my/id/eprint/6134

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