Consumer Behavior Towards Foreign Versus Local Products and Brands: Future Research Directions

DOI

10.2991/assehr.k.210525.124How to use a DOI?

Keywords

consumer behavior, social identity, personal identity, cultural identity, system justification, categorical cognition

Abstract

This paper reviews five theories explicative of consumer predispositions towards foreign or local products and brands: social identity theory, personal identity theory, cultural identity theory, system justification theory and categorical cognitive theory. This paper also identifies research questions and adjoining disciplines in order to propose future directions of research; these directions follow the research stream of consumer culture theory. Moreover, the paper proposes further studies of recent trends in the fourth industrial revolution and the (post-) COVID-19 pandemic setting. These research avenues are particularly noteworthy in the context of developing countries. They may lead to studies of each theory that are sharper, deeper and more focused and allow the application of adjoining disciplines into consumer behaviour studies, especially the consumer culture theory stream.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - S Sulhaini
PY  - 2021
DA  - 2021/05/26
TI  - Consumer Behavior Towards Foreign Versus Local Products and Brands: Future Research Directions
BT  - Proceedings of the 2nd Annual Conference on Education and Social Science (ACCESS 2020)
PB  - Atlantis Press
SP  - 441
EP  - 446
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210525.124
DO  - 10.2991/assehr.k.210525.124
ID  - Sulhaini2021
ER  -