THE ROLE OF COUNTRY-OF-ORIGIN EFFECT IN CONSUMER PURCHASING DECISIONS

Matrizayev Sarvarbek Anvar O‘g‘li, Abdurakhmonov Javlonbek Ravshan O’g’li and Aziz Kurbanovich Abdullaev

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 4

Abstract: When consumers choose between two similar products and one is labelled “Made in Germany”while the other says “Made in China,” their decision is rarely neutral. This article examines the country-oforigin(COO) effect—the influence that a product’s country of origin has on how consumers evaluate its qualityand decide whether to purchase it. Using secondary data from meta-analyses, cross-national surveys, andthe Ipsos Nation Brands Index (2024), the analysis finds that COO is a significant and consistent driver ofconsumer behavior. Germany and Japan receive the highest quality ratings (4.55 and 4.50 out of 5), whiledeveloping economies score considerably lower. The effect is strongest for luxury goods and automobiles,and weakest for basic commodities. Across five studies, the correlation between COO and purchase intentionranges from r = 0.30 to r = 0.45, indicating a moderate to strong effect. A regression analysis synthesized fromthe published literature shows that COO perception (β = 0.31), perceived quality (β = 0.44), and brand trust(β = 0.18) together explain 46% of the variance in purchase intention (R² = 0.46). These findings have directimplications for how international brands should be marketed and how countries can manage their commercialreputation.

Keywords: country-of-origin effect; consumer behavior; purchase intention; perceived quality; brand trust; international marketing (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:4:id:10522

DOI: 10.5281/zenodo.20270843

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