An examination of cross‐border shopping behaviour in South‐East Europe

Abstract

Purpose This paper examines consumer motivations for shopping abroad and explores the role of demographic versus socio‐psychological factors in explaining the phenomenon of cross‐border shopping. Design/methodology/approach Empirical data were collected via personal interviews from adult consumers living in Croatia and Serbia and Montenegro. The research instrument consisted of construct measures adapted from previous studies and open‐ended questions related to demographics and consumer motives for cross‐border shopping trips. Findings A discriminant analysis of cross‐border out‐shoppers and domestic in‐shoppers in the two countries confirmed the unstable effect of demographic variables on out‐shopping behaviour and established the significant role of economic patriotism in consumer decision making. Differences in the results across the two countries indicate that a contextual approach should be adopted in international out‐shopping studies. Practical implications Countries with high level of out‐shopping activity are potentially attractive targets for international retailers and marketers. Our out‐shopper profiles suggest that market opportunities exist for international discount retailers in Croatia and for upscale retailers in Serbia. Originality/value Unlike most research focusing on the out‐shopping phenomenon, the distinguishing feature of the study is that it examines socio‐psychological and demographic rather than macro‐economic variables as determinants of cross‐border shopping. In particular, the role of economic patriotism has rarely been investigated in this context.