The influence of consumer ethnocentrism and country of origin effect on local purchase intentions in the readymade pasta sauce category

Abstract

The research aims to analyse the relationship between consumer ethnocentrism, country of origin and local purchase intentions of readymade pasta sauce. It is hypothesised that consumer ethnocentrism will have a positive influence on local purchase intentions whilst country of origin will have a negative influence on local purchase intentions. It is also hypothesised that consumer ethnocentrism will act as a mediator in the relationship between country of origin and purchase intentions. The sample consists of 141 participants who were asked to answer questionnaires namely, the consumer ethnocentric tendencies scale, the country of origin image scale and the Juster purchase probability scale. Results showed that consumer ethnocentrism has a positive influence on local purchase intentions with the level of education, the locality and age affecting the level of consumer ethnocentrism. The contribution of this study will aid marketers in developing the ideal marketing campaigns for the readymade pasta sauce categories. Information on the consumer ethnocentric and country of origin levels in a local context will also be of interest to marketers and contribute towards building generalisations in a local context.