Investigating the impact of consumers' patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity
International Business Review, 2023•Elsevier
The present study aims to examine how consumer guilt and consumer animosity, as
moderators, can impact consumers' purchase intention toward domestic products. A total of
385 responses were used to test the proposed relationship. PROCESS macro was used to
examine the mediating and moderating relationships. The present study provides guidance
to international marketers on why and how they should do extra efforts to mitigate guilt
feeling. The study contributes to the growing body of literature on consumer ethnocentrism …
moderators, can impact consumers' purchase intention toward domestic products. A total of
385 responses were used to test the proposed relationship. PROCESS macro was used to
examine the mediating and moderating relationships. The present study provides guidance
to international marketers on why and how they should do extra efforts to mitigate guilt
feeling. The study contributes to the growing body of literature on consumer ethnocentrism …
Abstract
The present study aims to examine how consumer guilt and consumer animosity, as moderators, can impact consumers' purchase intention toward domestic products. A total of 385 responses were used to test the proposed relationship. PROCESS macro was used to examine the mediating and moderating relationships. The present study provides guidance to international marketers on why and how they should do extra efforts to mitigate guilt feeling. The study contributes to the growing body of literature on consumer ethnocentrism by investigating moderating role of consumer guilt and consumer animosity.
Elsevier
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