Xenophilia, Examining Its Antecedents and Its Role in Shaping Multi-Cultural Consumers Market

This study examines the antecedents and consumer behavioral implications of xenophilia through the lens of Social Identity Theory, focusing on how immigrant experiences from collectivistic societies shape multicultural consumer attitudes. Using an online survey of first-generation immigrants from Vietnam and China residing in the United Kingdom, the study employs partial least squares structural equation modeling (PLS-SEM) to analyze the causal effects of nationalism and consumer ethnocentrism on xenophilia, while exploring xenophilia’s impact on country-product attitudes and behavioral intentions. The findings reveal that consumer ethnocentrism significantly negatively influences xenophilic attitudes, with ethnic identification acting as a critical mediating mechanism and nationality moderating the relationships between constructs. Notably, xenophilia significantly impacts consumer behavioral intentions, highlighting its importance in understanding multicultural consumer behavior. This research underscores the interplay between globalization and multiculturalism, offering practical insights for marketers and policymakers to design strategies that appreciate cultural diversity and address the complex consumer orientations of immigrant populations. As the first study to explore xenophilia among Vietnamese and Chinese immigrants transitioning between collectivistic and individualistic societies, it provides novel contributions to cross-cultural consumer psychology and the social identity approach.