Exploring Consumer Cosmopolitanism and Ethnocentrism Effects in the Purchase Intentions towards the Products of a Foreign Country

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A successful integrated strategy across national borders helps companies to target potential consumers at the global market. The purpose of this paper is to understand the role of cosmopolitanism and ethnocentrism on consumers’ preferences for domestic versus foreign products and their visiting intentions. A questionnaire assessing the influence of consumer cosmopolitanism and consumer ethnocentrism on the intention to buy domestic versus foreign products and travelling to Portugal was passed on a sample of 386 international consumers. Findings reveal that cosmopolitan consumers show a higher predisposition to buy foreign products and visiting the country. On the other hand, ethnocentrism seems to act as a barrier to visiting foreign countries.