Cosmopolitanism, Ethnocentrism, and Country Image

This study was designed to extend knowledge of the impact of consumer disposition on cultural consumption tendency and investigate the role of country image in that relationship. Data were collected from Indonesian respondents. A total of 354 usable responses were collected. Data analysis was conducted using structural equation model (SEM) more specifically partial least squares (PLS) on the SmartPLS software. The authors found that cosmopolitanism and consumer ethnocentrism influence consumer cultural consumption tendencies. Furthermore, the authors introduce country image as the mediating variable and found that both cognitive and affective aspects of country image mediate the relationship, albeit in different behaviour. Cognitive country image has competitive mediation on the relationship between cosmopolitanism and cultural consumption tendency. Affective country image is found to mediate the relationship between cosmopolitanism, consumer ethnocentrism, and cultural consumption tendency.