Journal of the Academy of Marketing Science

, Volume 11, Issue 1, pp 71-84

First online:

The impact of selected environmental forces upon consumers' willingness to buy foreign products

  • Chih-Kang WangAffiliated withMetal Industries Research Institute
  • , Charles W. LambAffiliated withTexas Christian University

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The purpose of this study was to measure the effects of foreign economic, political, and cultural environments on American consumers' willingness to buy foreign products. Results of a self-administered mail questionnaire revealed that respondents were most willing to buy products from economically developed free countries with a European, Australian, or New Zealand culture.