Effect of Income on Xenocentrism and Rice Consumers' Behaviour in Northwest Nigeria

Abstract

Objective: This research investigated how income moderates the impact of xenocentrism on the behaviour of rice consumers in northwest Nigeria. Xenocentrism, in this context, is gauged through foreign brand admiration, perceived product quality, and the image of the product's country of origin.   Method: Employing a correlation research design, the study collected data via questionnaires administered to 494 participants from five states in northwest Nigeria in 2023. The Structural Equation Modeling (SEM) regression technique, facilitated by SmartPLS 4 statistical software, was utilized for data analysis.   Results: Results indicate that foreign brand admiration and the image of the product's country of origin significantly and positively influence rice consumers' behaviour. Moreover, the study reveals that income plays a moderating role in the relationship between perceived product quality, the image of the product's country of origin, and rice consumers' behaviour.   Conclusion: To enhance acceptance and support for locally produced rice, the study recommends that the Nigerian government and rice producers in the country focus on enhancing the national image and overall quality of their products.