Consumer Ethnocentrism in the Transition to Electri̇c Vehicle
Özet
Tüketici etnosentrizmi, elektrikli araçlara (EA) küresel geçiş sırasında satın alma davranışlarını şekillendirmede önemli bir faktör olarak ortaya çıkmıştır. Hükümetler ve endüstriler geleneksel içten yanmalı motorlardan sürdürülebilir mobilite çözümlerine geçişi teşvik ettikçe, tüketicilerin yerli ve yabancı markalara yönelik tutumları pazar sonuçlarını belirlemede önemli bir rol oynamaktadır. Etnosentrizm, bireylerin genellikle yerel olarak üretilen EA'ları tercih etmelerine ve bunları ulusal gurur, ekonomik katkı ve kültürel kimliğin sembolleri olarak görmelerine yol açmaktadır. Bu tercih, yabancı rakiplerin daha gelişmiş teknoloji veya rekabetçi fiyatlar sunduğu durumlarda bile, yerli üreticilere yönelik güveni ve marka sadakatini artırabilir. Aynı zamanda, etnosentrizm, yeni pazarlara girmeye çalışan uluslararası EA üreticileri için zorluklar yaratmaktadır. Gelişmekte olan ekonomilerdeki tüketiciler, Hindistan'ın Tata Motors veya Türkiye'nin TOGG gibi yerli markaları güçlü bir şekilde desteklerken, yabancı alternatifleri benimseme konusunda daha isteksiz olabilirler. Tersine, gelişmiş pazarlarda etnosentrizm, tüketicilerin İsveç veya Almanya gibi sürdürülebilirlik ve düzenleyici titizlikle ilişkilendirilen ülkelerden gelen EA'ları tercih etmesiyle çevresel değerlerle kesişebilir. Bu makale, tüketici etnosentrizmini anlamanın hem yerel hem de küresel elektrikli araç üreticileri için hayati önem taşıdığını savunmaktadır. Marka stratejilerini ulusal kimlik ve sürdürülebilirlik anlatılarıyla uyumlu hale getirerek, firmalar etnosentrizmi etkili bir şekilde kaldırabilir veya aşarak gelişen elektrikli araç dünyasında uzun vadeli rekabet gücünü güvence altına alabilirler.
Referanslar
Agnihotri, D., & Chaturvedi, P. (2024). Exploring consumer ethnocentrism in predicting preferences for domestic cars. British Food Journal.
Agnihotri, D., Chaturvedi, P., & Tripathi, V. (2024). Consumer ethnocentrism and purchase intentions for sustainable products. Emerald.
Bizumic, B. (2019). Consumer ethnocentrism leads to the preference for domestically produced goods through sociocultural and economic justifications. SN Business & Economics.
Chinen, K., Matsumoto, M., & Han, Y. S. (2021). Perceived quality and trust in Chinese EV brands. Springer Nature.
China Association of Automobile Manufacturers, (2023), http://en.caam.org.cn/Index/lists.
Guo, X., & Bunchapattanasakda, C. (2020). Impacts of consumer ethnocentrism on purchasing intention of electric vehicles: A case study of Henan Province, China. International Business Research.
Harrison, G., & Thiel, C. (2017). An exploratory policy analysis of electric vehicle sales competition and sensitivity to infrastructure in Europe. Technological Forecasting and Social Change.
Hopkins, M., & Lazonick, W. (2024). Tesla as a Global Competitor: Strategic Control in the EV Transition. SSRN.
IEA. (2023), International Energy Agency, https://www.iea.org/reports/world-energy-outlook-2023
Mordue, G., & Sener, E. (2022). Upgrading in the Automotive Periphery: Turkey's Battery Electric Vehicle Maker TOGG. Development and Change.
Pamidimukkala, A., & Kermanshachi, S. (2024). Adoption of Electric Vehicles: An Empirical Study of Consumers' Intentions. Transport Economics and Policy.
Schröder, M. (2024). Towards a new division of labour in Southeast Asia: EV value chain strategies. International Journal of Automotive Management.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289.
Şimşir, M., & Ghayth, A. (2024). Global trends in electric vehicle battery efficiency and impact on sustainable grid. Solar Energy and Sustainable Development.
Tran, H. D., Diep, P. P. U., & Do, T. N. A. (2023). Advertising Nationalism: How Effective Are Advertisements Appealing to Consumer Ethnocentrism? Asian Communication Research.
Wang, Z. X., Chee, W. M., & Jantan, A. H. B. (2024). Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles. Acta Automotiva.
Xu, J. (2024). Strategic Emerging Industry: Analysis of Development of New Energy Vehicles. Polito.it. 59.
Yadav, S. (2024). A systematic literature review and bibliometric analysis of consumer ethnocentrism. SAGE Open.
Yadav, S., & Kishor, N. (2023). Global vs Local: A choice influenced by consumer ethnocentrism level. NMIMS Management Review.
Yadav, S. (2023). Examination of country-of-origin biases: Mitigating through local benefits. SSRN Preprints
Zhou, K. (2023). BYD Digital Marketing Strategy in Malaysia. Academic Journal of Business & Management.
Referanslar
Agnihotri, D., & Chaturvedi, P. (2024). Exploring consumer ethnocentrism in predicting preferences for domestic cars. British Food Journal.
Agnihotri, D., Chaturvedi, P., & Tripathi, V. (2024). Consumer ethnocentrism and purchase intentions for sustainable products. Emerald.
Bizumic, B. (2019). Consumer ethnocentrism leads to the preference for domestically produced goods through sociocultural and economic justifications. SN Business & Economics.
Chinen, K., Matsumoto, M., & Han, Y. S. (2021). Perceived quality and trust in Chinese EV brands. Springer Nature.
China Association of Automobile Manufacturers, (2023), http://en.caam.org.cn/Index/lists.
Guo, X., & Bunchapattanasakda, C. (2020). Impacts of consumer ethnocentrism on purchasing intention of electric vehicles: A case study of Henan Province, China. International Business Research.
Harrison, G., & Thiel, C. (2017). An exploratory policy analysis of electric vehicle sales competition and sensitivity to infrastructure in Europe. Technological Forecasting and Social Change.
Hopkins, M., & Lazonick, W. (2024). Tesla as a Global Competitor: Strategic Control in the EV Transition. SSRN.
IEA. (2023), International Energy Agency, https://www.iea.org/reports/world-energy-outlook-2023
Mordue, G., & Sener, E. (2022). Upgrading in the Automotive Periphery: Turkey's Battery Electric Vehicle Maker TOGG. Development and Change.
Pamidimukkala, A., & Kermanshachi, S. (2024). Adoption of Electric Vehicles: An Empirical Study of Consumers' Intentions. Transport Economics and Policy.
Schröder, M. (2024). Towards a new division of labour in Southeast Asia: EV value chain strategies. International Journal of Automotive Management.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289.
Şimşir, M., & Ghayth, A. (2024). Global trends in electric vehicle battery efficiency and impact on sustainable grid. Solar Energy and Sustainable Development.
Tran, H. D., Diep, P. P. U., & Do, T. N. A. (2023). Advertising Nationalism: How Effective Are Advertisements Appealing to Consumer Ethnocentrism? Asian Communication Research.
Wang, Z. X., Chee, W. M., & Jantan, A. H. B. (2024). Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles. Acta Automotiva.
Xu, J. (2024). Strategic Emerging Industry: Analysis of Development of New Energy Vehicles. Polito.it. 59.
Yadav, S. (2024). A systematic literature review and bibliometric analysis of consumer ethnocentrism. SAGE Open.
Yadav, S., & Kishor, N. (2023). Global vs Local: A choice influenced by consumer ethnocentrism level. NMIMS Management Review.
Yadav, S. (2023). Examination of country-of-origin biases: Mitigating through local benefits. SSRN Preprints
Zhou, K. (2023). BYD Digital Marketing Strategy in Malaysia. Academic Journal of Business & Management.
