The Relationship Between Ethnocentrism with the Purchase Intention: A Research

Abstract

Ethnocentrism can be defined as basing one's own culture as superior in comparison to other cultures. What makes ethnocentrism valuable in this research is to investigate whether ethnocentrism has changed according to current conditions (such as; pandemics, economic crises, the dilemma between countries, etc.) along with how the pandemic affects the Turkish consumer's intention to buy domestic and foreign fast-fashion brands. The data was collected via online by questionnaire. The result of the purchase intention scale research shows that the participants do not care whether the product is domestic or foreign. However, according to the results of the ethnocentrism scale, it is seen that Turkish people have an ethnocentrism degree from middle to a high level. Although there is no significant difference between the brands in the statistical data of the purchase intention scale, it is seen that the ethnocentrism level of the participants is from medium to high level while they verbally stated that they prefer the domestic fast-fashion brand. When the age and ethnocentrism levels of the participants are examined, it is seen that the young participants between the ages of 26-35 have the highest ethnocentrism levels among the age groups in this study. Although several previously published studies have shown that Turkish people, especially the young population, are not ethnocentric, it is seen that those who show medium to high levels of ethnocentrism in this study are from the young population. These results may have resulted from current economic situations and pandemic conditions.