The relationship of consumer ethnocentrism, purchase intention, and lifestyle in first-generation bicultural ethnic groups

The study analyzed consumer ethnocentrism’s relationship in the first generation Colombian-Canadian bicultural ethnic consumer with purchase intention and lifestyle. One hundred and fifty-eight personal surveys were conducted in Toronto, Canada. It found that ethnocentrism positively influenced the perceptions of Canadian products compared to Colombian products. However, lifestyle was not significantly related to purchase intention. These findings motivate companies to identify their bicultural consumers who may favor products of the host country over most foreign products. It is possible that individuals who incorporate dual ethnic identities can move away from one value system and adopt another; thus, more empirical evidence on the behavior of this type of consumer must be provided, mainly when multinationals compete among one another rather than with their national rivals, with the concept of country of origin being highlighted. Consequently, organizations should know how affiliation with the host country may positively affect on purchase intentions concerning the country of origin.