Tuesday, 15 April 2025 at 15:00-16:30 in room SOC-356 / MS Teams

A presentation by Oliver Parts, PhD (Associate Professor at the Department of Business Administration of TalTech SBG).

Current seminar is based on research article that was written by Kenely Pohlak and Oliver Parts. Consumer animosity towards Russia and its products were measured in Estonia in the context of Russian war in Ukraine. Consumer animosity was linked with product judgement, willingness to buy and consumer ethnocentrism constructs. The survey covered general animosity, war and economic animosity. Quantitative method was applied. Convenience and snowball sampling methods were used. 82.7% respondents showed clearly consumer animosity towards Russia and its products. The survey found that consumer animosity scored by age. Statistically significant differences were not found between consumer animosity scores and gender, education level or income groups.

Oliver Parts, associate professor at the School of Business and Governance, Tallinn University of Technology. His research interests are mainly related to consumer behaviour: country of origin effects, consumer ethnocentrism and cosmopolitanism, consumer compulsive buying, consumer motives.
 

The seminar is in English. Further information: pia.riips@taltech.ee