Authors:

Riddhish Joshi, Yogesh Joshi

Abstract:

The study aimed at empirically examine the role of various economic and demographic antecedents to consumer ethnocentrism and in turn, its impact on purchase intention of consumers towards domestic products. The study also explored the mediating effect of home product country image. Primary research was directed in India and a total of 900 responses were collected. The analysis using PLS-SEM was executed to test the model empirically. It is found that both economic antecedents have significant impact on degree of consumer ethnocentrism tendency, however, only education from demographic antecedents has significant relationship. Home product country image also significantly mediated the relationship between consumer ethnocentrism and purchase intention. 

Keywords:

Consumer ethnocentrism, Economic nationalism, Purchase intention 

Vol & Issue:

VOL.14, ISSUE No.1, March 2022