Impact of Ethnic Affiliation and Consumer Ethnocentrism on Consumer Behavior : Case of Turkish Americans

This paper investigates into the consumer preferences of Turkish Americans. The impact of consumer ethnocentrism on the consumption behaviors of Turkish Americans towards foreign-made products (FMP) is conceptually modeled. Paper also looks into the fact that whether the strength of the national identity matters with respect to choosing Turkish-made products as opposed to non-Turkish-made products. Therefore, the consumption attitudes of consumers differ based on the degrees of which one is attached to an ethic group. In addition, consumption experiences, consumer innovativeness and consumption information sharing attitudes are employed in the conceptual model in order to depict the mediating roles of these variables between consumer ethnocentrism and consumer behavior. Paper starts with ethnicity concept by elaborating on the definition followed by the discussion of variables. Then, the conceptual model is presented with the supposed propositions between the constructs. A conclusion follows