Ethnocentric consumption of Malaysian consumers and acculturating migrants

This thesis investigates ethnocentric behaviour (i.e. favouritism for home country products) among consumers who had migrated to a foreign country and those living in their home country. The work was underpinned by two key theories, namely, ethnocentricity (Shimp and Sharma, 1987) and acculturation (Berry, 1980; 1997), and is the first time these constructs are united in an academic study to investigate the willingness-to-purchase home country products over time.Based on quantitative research, and a survey design, three empirical studies were undertaken to investigate Malaysian consumers residing in UK and Malaysia. Study 1, a pilot testing exercise, assessed the reliability of the measurement scales. Study 2 took place in Malaysia and uncovered the levels of ethnocentrism present in the home country consumers. Study 3 was carried out in the UK to investigate the behaviours of acculturating Malaysian migrants. A total of 958 responses were obtained and subjected to data analysis involving a series of techniques including factor analysis, F-test, Mest and structural equation modelling.The results revealed a significant difference in the levels of consumer ethnocentrism between the home country and the acculturating samples. As hypothesised, the latter group was less ethnocentric than the former. Analyses revealed a negative relationship between length of residence in the UK and consumer ethnocentrism. Hence, respondents with a longer stay in the UK tended to be less ethnocentric than those with a shorter period of stay. Analysis demonstrated a positive relationship between acculturation and consumer ethnocentrism. This thesis makes significant contributions to knowledge at a theoretical and methodological level. At an applied level, this work also provides significant inputs into marketing and retail management and the development of public policy