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September 10, 2025Revista de Administração da UFSMOpen Access

How xenocentrism shapes online consumer behavior: psychographic drivers of foreign brand preference

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Authors

IHIvanete Schneider HahnTPThais Cofferi PolawskiMFMariléia Batista Fertig

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Overview

Survey reveals how xenocentrism and psychographic factors influence foreign brand purchase intentions.

Key Points

  • Higher xenocentrism correlates with increased purchase intentions for foreign brands, showing consumer preference dynamics.
  • Key metrics indicate that status consumption and brand image strongly influence preferences for foreign products over domestic ones.
  • Linear regression analysis on survey data of 311 e-commerce consumers highlights significant psychographic drivers.
  • Understanding these consumer behaviors can guide global brands in effectively positioning themselves in emerging markets.

Cite This Study

Hahn et al. (2025) studied this question.

synapsesocial.com/papers/68c1956b9b7b07f3a0619a90https://doi.org/10.5902/1983465990907
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Also Consider

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  1. 1The Xenocentric Mindset: Cultural and Personality Drivers Behind Consumer Preferences2026
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  4. 4Ethnocentrism and Xenocentrism Among Indian Consumers Towards Global Technology Brands: Importance of Brand Image and Brand Attitude2024 · 3 citations
  5. 5EXPRESS: Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem2024 · 11 citations