A Research on the Effect of Consumer Animosity on the Country Image, Product Evaluation and Willingness to Buy Foreign Products

Nowadays, consumers in many countries and almost all product groups are faced with foreign product options particularly with the influence of globalization. This situation leads to many researches on consumers' willingness to buy foreign products, consumer animosity and the country image. However, it is seen in the literature that these structures still have contradictory results in relation to each other. This study aims to understand the effects of consumer animosity on the country image and product evaluation in terms of convenience and shopping goods. The model presented for this purpose was tested by a questionnaire study with undergraduate students. As a result, the effect of the human dimension of the country image (GCA1) on willingness to buy and the effects of consumer animosity and similarity dimension of the country image (GCA2) on product evaluation were found to have differences in terms of product groups. In addition, some results confirming previous studies have been obtained in the scope of the study. The findings of the study were discussed in theoretical and practical sense