The Role of Perceived Behavioural Control in Shaping Purchase Intention: A Mediating Effect of Consumer Centrism

Nurul Azrin Ariffin
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Nurul Azrin Ariffin: Faculty of Business and Management, Universiti Teknologi MARA, Philippines, Algeria

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3s, 2164-2174

Abstract: This study examines the influence of perceived behavioural control on purchase intention, with a focus on mediating role of consumer centrism (comprises of ethnocentrism and cosmopolitanism). A quantitative approach was employed, utilizing a purposive sampling method to collect data from 260 respondents. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results revealed significant positive relationships between perceived behavioural control (PBC) and purchase intention (INT). furthermore, consumer centrism (CONCEN) was found to mediate the relationship between PBC and INT. these findings provide new insights into the role of cultural values in consumer behaviour, contributing to the existing literature on consumer decision-making processes. The study highlights the importance of integrating both individual perceptions of control and social identity in marketing strategies which contributes to the literature by demonstrating the importance of understanding social identity in shaping consumer behaviour, particularly in the context of emerging economies. The implication of these results is particularly relevant for marketers seeking to enhance consumer loyalty and purchase intentions in domestic product markets, emphasizing the role of group membership in fostering sustainable purchasing behaviours. This research is novel in its exploration of the interaction between PBC and social identity tendencies within the framework of purchase behaviour, offering a fresh perspective on global consumer behaviour.

Date: 2025
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