Consumer animosity and perceived cultural distance: Toward mutual well-being for refugees and host countries

Abstract

Global migration is changing the world into multicultural marketplaces, creating challenges, and opportunities for consumers. This study examines how animosity toward refugees and Perceived Cultural Distance from them affects Lebanese consumers' service-quality expectations and Willingness-to-Buy from inclusive services of Syrians forcibly displaced by war. Findings from a survey of 499 Lebanese consumers revealed that War and Economic Animosity negatively affect Lebanese consumers' Expected Service Quality when delivered by a Syrian refugee; furthermore, Perceived Cultural Distance between Lebanese and Syrians appears to negatively affect Willingness-to-Buy. The authors share thoughts on implications for theoretical contributions, management, and policy for reducing animosity and its harmful impact on refugees and the consumer-citizens of their host countries. In a world of more than 80 million refugees this article offers findings and insights that may facilitate a more welcoming inclusion of refugees, in ways that contribute to consumer, marketplace, and societal well-being.