Country of Origin in the Context of Consumer Purchase Decisions and Manufacturer Behaviour: A Literature Review

• Authors: Vojtěch Beran , Aleksandra Kuźmińska-Haberla

Title variants

PL

Kraj pochodzenia w kontekście decyzji zakupowych konsumentów i zachowań producentów: przegląd literatury

Abstracts

PL

Cel: W czasach globalizacji zagadnienie kraju pochodzenia produktu zyskało duże zainteresowanie ze względu na jego wpływ na zachowania konsumentów i strategie producentów. W artykule przedstawiono wymiary kraju pochodzenia produktu, jego efekty i wpływ na zachowania konsumentów i producentów na rynku. Metodyka: Wykorzystując metodę PRISMA 2020, przeprowadzono systematyczny przegląd literatury w celu zidentyfikowania odpowiednich badań, oceny ich ważności i przedstawienia wyników w ustrukturyzowany sposób. Wyniki: W przeglądzie literatury ograniczono się do wybranych baz danych, wyszukiwanych haseł oraz kryteriów włączenia i wykluczenia. Podstawowymi źródłami były bazy WOS (Web of Science) i SCOPUS, z których zidentyfikowano 19 011 prac naukowych. Po zastosowaniu kryteriów kwalifikacyjnych wybrano 18 833 artykułów, a do odpowiedzi na pytania badawcze wykorzystano 75 artykułów pełnotekstowych. Implikacje i rekomendacje: Naukowa dyskusja na temat kraju pochodzenia dostarcza różnorodnych spostrzeżeń i implikacji, podkreślając znaczenie zrozumienia przez sprzedawców czynników kształtujących wybory konsumentów dotyczące produktów wytwarzanych za granicą. Oryginalność/wartość: Efekt kraju pochodzenia jest bardzo skomplikowanym, wielowymiarowym i wielowątkowym pojęciem, stąd wartością dodaną artykułu jest uporządkowanie terminologii i wiedzy z nim związanej, a także uporządkowanie i wskazanie na aspekty kraju pochodzenia produktu, które wpływają na decyzje zakupowe konsumentów oraz działania marketingowe przedsiębiorstw.

EN

Aim: In these days of globalisation, the concept of the country of origin (COO) has atracted significant aetntion for its impact on consumer behaviour and manufacturer strategies. This paper examines the dimensions of the country of origin (COO) and its eefcts on consumer and manufacturer behaviour in the market. Methodology: Utilising the PRISMA 2020 method, a systematic literature review was conducted to identify relevant studies, assess their validity, and present findings in a structured manner. Results: The review was constrained by the selected databases, search terms, and inclusion and exclusion criteria. The primary sources were the WOS (Web of Science) and SCOPUS databases, from which 19,011 scientifc papers were identifed. Aeftr applying eligibility criteria, 18,833 articles were selected, and 75 full-text articles used to address the research questions. Implications and recommendations: The scientifc discussion around COO provides diverse insights and implications, underscoring the importance for sellers to understand the factors shaping consumer choices regarding foreign-made products. Originality/value: The country of origin is a very complex, multi-dimensional, and multi-threaded concept, hence the added value of the article is to order the terminology and knowledge related to it, as well as to organize and point out the aspects of the country of origin that influence the purchasing decisions of consumers and the marketing activities of enterprises.

Keywords

EN

country of origin (COO); country-of-origin effect; brand origin

PL

kraj pochodzenia produktu; efekt kraju pochodzenia; pochodzenie marki

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Ekonomia XXI Wieku
• Year: 2024
• Issue: 1
• Pages: 30-38

Dates

published

2024

Contributors

author

Vojtěch Beran

• Technical University of Liberec, Faculty of Economics, Department of Marketing and Trade

• https://orcid.org/000000017724065X

author

Aleksandra Kuźmińska-Haberla

• Wroclaw University of Economics and Business, Department of International Relations

• https://orcid.org/000000024852671X

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Identifiers

DOI

10.15611/e21.2024.04

Biblioteka Nauki

57551840