The effect of ethnic identity and consumer ethnocentrism on the purchase intentions of foreign national consumers living in Turkey

The aim of this study is to examine whether ethnic identity and consumer ethnocentrism have an effect on product/service evaluation and purchase intentions of Syrian consumers living in Turkey. The Syrians participating in the survey in this study have various status in Turkey (temporary protection status, tourist visa, international protection, etc.). Therefore, it is predicted that it would be more correct to use the term foreign nationals instead of Syrians in the title part of the study. For this purpose, a questionnaire was conducted on 384 Syrian people living in Gaziantep and having different statuses. The prepared questionnaire consists of sociodemographic variables, "Consumer Ethnocentrism", "Ethnic Identity", "Product/Service Evaluation" and "Purchase Intention" scales. As a result of the research, it was observed that the consumer ethnocentrism, ethnic identity, product/service evaluation and purchase intention scores of participants were generally high. As a result, it was concluded that the Olabi Coffee (ethnocentrism) product/service evaluation, Kahve Dünyası (local) purchase intention and Olabi Coffee (ethnic) purchase intention scores of the participants whose consumer ethnocentrism scores increased would increase. On the other hand, it has been determined that the Olabi Coffee (ethnic) product/service evaluation and Olabi Coffee (ethnic) purchase intention scores of the participants whose ethnic identity scores increase will increase, while their Starbucks (global) purchase intention scores will decrease. As a result of the analysis, it was determined that there is a connection between age and ethnocentric tendency. Accordingly, the X generation has a more ethnocentric tendency than the Z generation. As the education level of consumers increases, their ethnocentric tendencies change, and in the local ethnocentrism sub-dimension, it is seen that there is a decrease in their ethnocentric tendency as the education level increases.