Altruism and consumer purchase behavior

Academic Article


  • An important issue in the purchase of a product in the global marketplace is the impact of that purchase on other individuals within that country. The purchase of amajor and technologically complex product can have an effect on employment as well as other economic factors that impact thewell-being of that country. This paper reports research that examines the relationship between altruism and consumer purchase behavior involving domestic and foreign products. Three dimensions of altruism are measured: consumer ethnocentrism, cognitive moral development, and prosocial behavior. Consumer purchase behavior is examined in the context of past automobile purchases based on method of acquisition, region-of-origin origin, and purchase price. The results indicate that consumer ethnocentrism varies based on region-of-origin origin and that prosocial behavior varies based on method of acquisition and region-of-origin origin. Implications for policy makers and for the managers of global products are also presented. © 2006 by The Haworth Press, Inc. All rights reserved.
  • Authors

    Digital Object Identifier (doi)

    Author List

  • Powers TL; Hopkins RA
  • Start Page

  • 107
  • End Page

  • 130
  • Volume

  • 19
  • Issue

  • 1