Consumer Ethnocentric Tendencies in Purchasing Foreign Products: A Study in Afghanistan

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RAHIMI Z., Hasnat M. A., KARA M., Ahmad F.

Uluslararası Ekonomi, İşletme ve Politika Dergisi, vol.7, no.2, pp.402-422, 2023 (Peer-Reviewed Journal) identifier


The major goal of this study is to ascertain the level of ethnocentrism to which Afghan consumers exhibit these tendencies when purchasing products from other countries as well as how their attitudes affect their intention to buy foreign items. It also aims to determine whether gender, marital status and visiting other countries have moderating role or not. Data were collected from 180 respondents in Kabul city, Afghanistan. Descriptive statistics and the structural equation model were used to examine the participant's demographic traits and to test the research Hypotheses. The result of this study shows that Afghan consumers are highly ethnocentric in consuming foreign products. As Afghanistan is an underdeveloped country, Afghan consumers usually evaluate the products and brands of their own countries as inferior to the products and brands of developed countries, and therefore, despite their ethnocentrism, they prefer foreign products. Additionally, gender, marital status and visiting other countries have moderating effects on the variables.