Store patronage prediction for foreign‐owned supermarkets

Abstract

Attitudes of Australian and Greek‐Australian consumers towards hypothetical foreign‐owned and domestic‐owned supermarkets in Australia were studied. Although attitudes towards the domestic‐owned supermarket were found to be identical between the Australians and the Greek‐Australians, the latter were significantly more supportive of the foreign supermarket. Consumer ethnocentrism was found to be correlated with a negative attitude towards a foreign‐owned supermarket. Finally, the more the migrants identified with their cultural origin, the more support they showed towards the foreign supermarket. The findings of this paper provide an insight to the complex nature of the relationship between ethnic identity and consumer behaviour.