International Students’ Nostalgic Behaviour towards the Purchase of Products and Services

Luhui Hua (), Zeeshan Rasool, Muhammad Akbar Ali Ansari, Ali Junaid Khan (), Nadia Hanif and Waseem Ul Hameed
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Luhui Hua: School of Journalism and Communication, Shandong University, Jinan 250100, China
Zeeshan Rasool: Department of Management Sciences, MNS-UET Multan, Multan 60700, Pakistan
Muhammad Akbar Ali Ansari: Department of Commerce, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan
Ali Junaid Khan: Institute of Business, Management and Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan
Nadia Hanif: UE Business School, Division of Management and Administrative Science, University of Education, Lahore 54770, Pakistan
Waseem Ul Hameed: Institute of Business, Management and Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan

Sustainability, 2023, vol. 15, issue 4, 1-18

Abstract: The literature has highlighted that international students abroad exhibit a strong preference for products from their country compared with foreign products and services, thus suggesting that the cultural disposition of consumers influences their purchasing decisions. Therefore, this current research aimed to determine how the feeling of groundedness could affect international students’ purchasing behavior in Malaysia through cultural products and services. To this end, quantitative data were collected from international students at the University of Malaya and the University Utara Malaysia and then analyzed using a structural equation model (SEM). The findings of this research highlighted that consumer behavior was influenced by a “feeling of groundedness”. This suggested that cultural services and products are valued by international students in foreign universities because of their ability to evoke a feeling of groundedness. The theoretical contributions of this study, particularly to the consumer behavior literature, are extensive, including how it highlights the influence of the feeling of groundedness on international consumers’ purchasing behavior. The marketing implications of this research are also valuable for businesses targeting international students.

Keywords: feeling of groundedness; consumer behavior; cultural products; cultural services; product and service attractiveness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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