The Moral Bases of Consumer Ethnocentrism and Consumer Cosmopolitanism as Purchase Dispositions

Purpose

This paper aims to develop a model that explains the moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. The authors build their work on moral foundations theory and the social theories of Emile Durkheim.

Design/methodology/approach

Theory-building from general theories of motivation is grounded in cultural norms, and empirical research is conducted to test theoretical propositions.

Findings

The focus is on the theoretical implications of binding or individualism morals of consumers within social groups. Consequently, variables in the model relate to ethical themes of community, autonomy and divinity. This theory posits that, for a variety of considerations, loyalty has a direct and positive effect on consumer ethnocentrism and on consumer cosmopolitanism. Serendipitously, other moral foundations have negative effects. The authors theorize that negative relationships exist between authority and consumer cosmopolitanism, and between sanctity and consumer ethnocentrism. This model also illustrates that consumer ethnocentrism positively predisposes favorable domestic product judgments.

Research limitations/implications

New ethical factors in consumer dispositions affecting product purchase decisions are explored. Hypotheses can be empirically replicated and moderated in future research.

Practical implications

Marketers can use the variables of personal values, moral foundations and gender role identity to fashion marketing communications and to target selective consumer segments.

Social implications

The persuasion process of social marketing will be enhanced by understanding relevant motives.

Originality/value

The use of the fine-grained moral foundation antecedents to predict consumer predispositions of ethnocentrism and cosmopolitanism is without precedent.