Information Economics in the Process of Shaping the Country-of-Origin Effect: The Example of Russia’s Aggression Against Ukraine
Keywords:
information economics, country-of-origin effect, country reputation, consumer boycott, information asymmetry, consumer decisionsAbstract
The article analyzes information economics in the process of shaping the country-of-origin effect through the example of Russia’s aggression against Ukraine. The starting point is the assumption that information asymmetry, state reputation and heuristic mechanisms of consumer decision-making influence the evaluation of products and brands associated with a particular country. The text discusses the importance of the country-of-origin effect under conditions of information overload, the role of state reputation as an informational signal and the relationship between the perception of a country and purchasing decisions. Particular attention is paid to the economic and social consequences of Russian aggression, international sanctions, corporate withdrawal from the Russian market, consumer boycotts and political consumerism. The empirical part presents the results of research conducted among Polish consumers in 2021-2024, concerning willingness to use a fictitious Russian-origin application, willingness to pay for the product and the assessment of Russia’s reputation. The results indicate that Russia’s full-scale aggression against Ukraine negatively affected Russia’s reputation, reduced willingness to use Russian products and decreased the price that consumers were willing to pay for a Russian-origin product.
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