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EMAC 2019 Annual Conference

Moderating effect of age and gender on the relationship between socio-psychological factors and Romanian consumer ethnocentrism

Published: May 28, 2019


Cristina Fleseriu, Babes-Bolyai University, Faculty of Business, Cluj-Napoca; Smaranda Cosma, Babes-Bolyai University, Faculty of Business, Cluj-Napoca; Umar Burki, University of South-Eastern Norway


Consumer ethnocentrism; Socio-psychological factors; Demographic variables


When a company wants to penetrate a new international market, the consumer’s buying decision is influenced by the level of consumer ethnocentrism. Socio-psychological, economic, political, and demographic variables have an impact over the level of consumer ethnocentrism. This study empirically investigates if the socio-psychological factors influence the Romanian consumer ethnocentrism and examines the moderating effect of gender and age. The results reveal that the relationship between patriotism and consumer ethnocentrism is influenced by age. Gender, on the other side, has a moderating effect between cosmopolitanism and cultural openness and the consumer ethnocentrism.