Abstract:

Considering recent conflicts with some foreign countries such as Japan which induce consumer animosity and ethnocentrism among Chinese consumers, and the critical importance of adolescent consumers, this study focused on how consumer animosity would influence adolescent consumers’ purchase intention of domestic brands. Findings indicated that adolescent consumer animosity toward Japan and America promoted their purchase intention of domestic brands via their consumer ethnocentrism. Animosity toward Japan also moderated the impact of consumer ethnocentrism on their purchase intention of domestic brands.

Key words: Consumer animosity, Consumer ethnocentrism, Adolescent consumers purchase intention of domestic brands