The Impact of Country-of-Origin, Ethnocentrism and Animosity on Product Evaluation: Evidence from Romania

Purpose: The aim of the research is to identify whether product country image influences consumption patterns and purchase decisions of Romanian consumers, as well as to identify stereotypes regarding foreign products. Furthermore, the study aims to provide clear evidence regarding Romanian consumers’ ethnocentric tendencies and the countries towards which they exhibit animosity feelings. Research Methodology/Approach: Quantitative data collection method applied on Romanian consumers, with a sample consisting of 150 respondents, living in Bucharest, answering a tested self-administered questionnaire based on the CETSCALE. Findings: The results of the research show that country of origin impacts product evaluation, with a significantly high difference between domestic products (Romania) and those from three foreign countries (Russia, Hungary and South Korea). The results suggest that the level of consumer ethnocentrism is low among Romanians, but they do exhibit certain animosity tendencies towards Russia and Hungary with substantive demographic differences identified. Originality/value: The research is the first of its kind conducted among Romanians, adding knowledge to the country-of-origin topic, as well as regarding consumer ethnocentrism and animosity issues. Practical implications: This research is of interest to those looking to export to Romania. It provides clear insight regarding the Romanian consumers’ perceptions regarding foreign products, their ethnocentric tendencies and the potential animosity feelings that they are exhibiting. Furthermore, it offers an useful tool for market segmentation.