Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity

Sita Mishra, Yupal Shukla, Gunjan Malhotra and Vibha Arora

International Business Review, 2023, vol. 32, issue 4

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.

Keywords: Consumer guilt; Consumer animosity; Consumer ethnocentrism; Patriotism; Consumer purchase intentions (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1016/j.ibusrev.2022.102076

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