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

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.