A Conceptual Framework On Consumers' Willingness To Buy Foreign Products In Bangladesh

Abstract

Over the last few decades, globalization and the openness of markets worldwide have extended the potential consumer base from a domestic base to international consumers. It is critical for international marketers to evaluate consumers’ precise willingness to buy foreign-made products. Therefore, these issues need to be studied to evaluate their acceptance in the foreign market and build up a competitive advantage that will be sustainable in the long run. Regardless of the significance of analyzing consumer product perceptions, there is a research gap in modeling the relationship between essential determinants that affect consumers’ willingness to buy foreign products. The general objective of this study is to develop a conceptual framework on the interrelationship among consumer ethnocentrism, country of origin, and animosity toward consumers’ willingness to buy foreign products. The theory of planned behavior and other supporting theories were applied as the theoretical foundation for developing the conceptual model. The conceptual framework of this study proposes that consumer ethnocentrism, country of origin, and animosity have an enormous impact on willingness to buy foreign products. The research also aims to develop the mediating role of product judgment among consumers' ethnocentrism, country of origin, and animosity toward consumers’ willingness to buy. This conceptual frame has proposed seven hypotheses, including the mediating effect of product judgment on the relationship between consumer ethnocentrism, country of origin, and animosity with a willingness to buy foreign-made products.