THE  IMPACT OF CONSUMER RACISM, ETHNOCENTRISM AND ANIMOSITY AMONG RACES IN MALAYSIA

Tengku Nur Ribqah  Tengku Jasmi; Sharifah Nadiah Syed Mukhiar; Nur Atikah A Rahman

doi:10.37231/apj.2022.5.2.429

Tengku Nur Ribqah Tengku Jasmi School of Communication, Universiti Sains Malaysia, 11800, Gelugor, Malaysia
Sharifah Nadiah Syed Mukhiar School of Communication, Universiti Sains Malaysia, 11800, Gelugor, Malaysia
Nur Atikah A Rahman School of Communication, Universiti Sains Malaysia, 11800, Gelugor, Malaysia

DOI: https://doi.org/10.37231/apj.2022.5.2.429

Abstract

Abstract: Racism, animosity and ethnocentrism have been a topic of interest and sensitive issues. The purpose of this study is to explore and provide a better understanding of the impact of consumer racism, consumer ethnocentrism and consumer animosity among races in Malaysia on product judgment and purchase intention. By using the quantitative method, a survey has been conducted via online survey. A total of 220 Malaysian respondents were received. Descriptive statistics were used to analyze the data and the hypotheses were tested using multiple regression analysis and pearson correlation analysis using Statistical Package for the Social Science (SPSS) software version 25. The findings showed consistency with previous research. All hypotheses were supported, thus indicating interesting findings. Findings indicate that consumer racism is significantly related to product judgment and purchase intention. Additionally, the findings also suggested that consumer ethnocentrism and consumer animosity significantly affect product judgment and purchase intention. The contribution of this study is it gives a deeper point of view of consumer racism, ethnocentrism and animosity in the context of Malaysian consumers in which marketers can prioritize the particular aspect in regard to meeting the consumers’ demand and need. However, further research also needs to be done in order to expand the study. As time moves forward, the findings might be relevant now but not in the future. Future research can conduct the study in a smaller population as well as correlate between demographics of consumers with the purchase intention.

Keywords: Consumer racism; consumer ethnocentrism; consumer animosity; product judgement; purchase intention

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