Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation

Yin, Han, Fang, Eddy S, Kearney, Treasa ORCID: 0000-0002-4655-3749, Mirosa, Miranda and Jin, Cangyu (2026) Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation INTERNATIONAL MARKETING REVIEW, 43 (2). pp. 466-492. ISSN 0265-1335, 1758-6763

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Abstract

Purpose – Deglobalisation is challenging traditional trade patterns, with multinational companies increasingly facing boycotts driven by consumer animosity towards countries of origin (CO). Given the prominence of consumer animosity during a period of deglobalisation, this paper investigates the effect of consumer animosity towards CO on consumer attitudes (both cognitive and affective) and purchase intentions regarding imported products, as well as the moderating role of perceived domestic alternatives (PDA). Design/methodology/approach – In the context of ongoing tensions between China and Australia, we examine the effect of Chinese consumer animosity towards Australia on consumer attitudes to and purchase intentions of Australian dairy products. Structural equation modelling is used to analyse the survey data from 497 consumers in Beijing and Shanghai. Findings – We empirically show that consumer animosity towards Australia has a negative effect on consumer attitudes to and purchase intentions of Australian milk products. However, the lack of perceived domestic milk alternatives weakens the negative relationship between consumer animosity and cognitive attitude. Originality/value – The study contributes to the literature by unravelling how consumer animosity affects consumers’ attitude to a product, particularly their cognitive attitude. It also introduces PDA into the consumer animosity research for the first time. The findings offer practical implications for Australian dairy companies to formulate effective strategies in response to dynamic international relations and consumer sentiments.

Item Type:	Article
Uncontrolled Keywords:	Deglobalisation, Consumer animosity, Perceived domestic alternatives, Theory of planned behaviour
Divisions:	Faculty of Humanities & Social Sciences Faculty of Humanities & Social Sciences > School of Management Faculty of Humanities & Social Sciences > School of Management > Marketing (ULMS)
Depositing User:	Symplectic Admin
Date Deposited:	28 Oct 2025 11:06
Last Modified:	23 May 2026 10:40
DOI:	10.1108/IMR-12-2024-0543
Related Websites:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3195033
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