Effect of controllability of product harm crisis on Asian consumer?s purchasing behavior

EA growing body of literature discusses the detrimental consequences of product harm crisis. However, very few discussed yet how controllability of the crisis shapes consumers? purchase decisions between nations in a highly globalized marketing environment. Moreover, studies related to consumer perceptions between Asian countries are very rare in the present crisis literature. Therefore, current study investigates how Sri Lankan and Chinese young consumers? purchase decisions vary in two different fictitious crisis grounds; company culpable and consumer culpable. Results of independent t test revealed that consumers? purchase intention decisions were significantly vary between China and Sri Lanka only under the consumer culpable crisis ground; where the controllability is with the consumer. Current study provides an indispensable guide for the crisis managers to take managerial decisions in midst of crisis and for further comparative research investigations in the product harm crisis literature.