An emerging economy consumer view of global economic rivals: Paraguay, China, and the united states of America
DOI:
https://doi.org/10.17230/%20Ad-minister.45.6Keywords:
Consumer Animosity, Paraguay, China, USAAbstract
Paraguay is one of just a handful of nations that doesn’t recognize Mainland China, but instead has full diplomatic relations with Taiwan. On the other hand, Paraguay has a much longer, if somewhat distant, relationship with the United States of America (USA) that spans nearly two centuries. This article studies how Paraguayan consumers navigate between goods originating from the global economic superpowers of China and the USA. We contextualize the choice for Paraguayan consumers of Chinese and American goods within the historical and contemporary bilateral relationships between Paraguay and China and Paraguay and the USA. In doing so, we explore the level of consumer animosity exhibited by Paraguayan consumers to the global economic giants—China and the USA. Utilizing a sample of 385 middle- and upper-class Paraguayans undertaken in 2022, we find consumer localists have a higher level of hostility or consumer animosity toward both China and the United States. On the other hand, consumer cosmopolitans display a lower level of consumer hostility for China and the USA.
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