Xenocentrism is the term used to describe consumers’ preference for foreign goods over domestic ones, and it is typically motivated by the belief that the products are superior as well as symbolic connections like modernity or social standing (Balabanis & Diamantopoulos, 2016; Mueller et al., 2016). This orientation is linked to social identity processes and may be a reflection of internalized beliefs about the inferiority of domestic products (Camacho et al., 2020). Xenocentric perspectives impact market dynamics and make it difficult for homegrown industries to compete with the offer of imported alternatives, especially in emerging economies (Lawrence, 2012; Kipnis et al., 2014).
Framing & Perspective
According to Lawrence (2012) and Kipnis et al. (2014), xenocentrism (XEN) is the tendency of consumers to favor goods and services from other societies while regularly rejecting items from their own culture. This behavior is theoretically related to consumer social identity, where people associate with attractive out-groups to enhance their self-image (Prince et al., 2016; Camacho et al., 2020). Historically, xenocentrism has been seen as the opposition to ethnocentrism, preferring native products (Shimp & Sharma, 1987; Mueller et al., 2020), and cosmopolitanism, emphasizing on cultural openness and diversity in consumption (Riefler., 2012; Mueller et al., 2020). There are significant differences between cosmopolitanism and xenocentrism, despite their seeming similarities. Whereas xenocentrism is prejudiced and favors other cultures, cosmopolitanism is non-preferential, open-minded, and embraces all cultures.
Xenocentric consumers may display attitudes related to modernism, social status-seeking, dissatisfaction with their country, or historically marginalized ethnic identities (Mueller et al., 2020). These symbolic behaviors are fueled by perceived social and cultural capital associated with foreign goods, which goes beyond basic economic concerns.
Relevance
In contemporary consumer studies, xenocentrism has emerged as a powerful concept for explaining behavior in emerging markets (Camacho et al., 2020). Research indicates that perceived foreign quality, branding, and values have a greater impact on consumers than price or accessibility (Balabanis & Diamantopoulos, 2016). This behavior presents both a risk and an opportunity for domestic producers, as they need to rebrand and improve their products to compete with the perceived superiority of imports.
Additionally, the relationship between consumption and environmental attitudes is affected by consumer xenocentrism. The socio-psychological importance of identification in purchasing decisions is demonstrated by the potential for a strong desire for foreign goods and might hinder efforts to find sustainable or local alternatives (Camacho et al., 2020). The System Justification Theory by Jost and Banaji (1994) also supports the argument that excluded groups may internalize ideas of the legitimacy of dominant foreign cultures, leading to out-group prejudice and rejection of local goods (Mueller et al., 2020).
Keywords: Consumer Behavior, Cosmopolitanism, Ethnocentrism, Foreign Product Preference
Connected Terms: Bodily Autonomy, Acculturation, Ethnocentrism, Linguistic Imperialism, Racialized Beauty Standards, Representation, White Guilt, Whitewashing, White Silence
References
Balabanis, G., & Diamantopoulos, A. (2016). Consumer xenocentrism as determinant of foreign product preference: A system justification Perspective. Journal of International Marketing, 24(3), 58–77. https://doi.org/10.1509/jim.15.0138
Camacho, L. J., Salazar-Concha, C., & Ramírez-Correa, P. (2020). The influence of xenocentrism on purchase intentions of the consumer: The mediating role of product attitudes. Sustainability, 12(4), 1647. https://doi.org/10.3390/su12041647
Jost, J. T., & Banaji, M. R. (1994). The Role of Stereotyping in system-justification and the Production of False Consciousness. British Journal of Social Psychology, 33(1), 1–27. https://doi.org/10.1111/j.2044-8309.1994.tb01008.x
Kipnis, E., Broderick, A. J., & Demangeot, C. (2014). Consumer multiculturation: Consequences of multi-cultural Identification for Brand Knowledge. Consumption Markets & Culture, 17(3), 231–253. https://doi.org/10.1080/10253866.2013.778199
Lawrence, S. J. (2012). Consumer xenocentrism and consumer cosmopolitanism: The development and validation of scales of constructs influencing attitudes towards foreign product consumption (Doctoral dissertation). Wayne State University.
Mueller, A., Damacena, C., & Torres, C. V. (2020). The Xenocentrism scale in Brazil: Validation with wine consumers. International Journal of Wine Business Research, ahead-of-print(ahead-of-print). https://doi.org/10.1108/ijwbr-05-2019-0035
Prince, M., Davies, M. A. P., Cleveland, M., & Palihawadana, D. (2016). Here, there and everywhere: a study of consumer centrism. International Marketing Review, 33(5), 715–754. https://doi.org/10.1108/imr-06-2014-0205
Riefler, P. (2012). Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin. International Journal of Research in Marketing, 29(1), 25–34.https://doi.org/10.1016/j.ijresmar.2011.11.001
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.1177/002224378702400304
