How social norms influence purchasing intention of domestic products: the mediating effects of consumer ethnocentrism and domestic product judgments

Qifan Jia, Sizhe Zhou, Run Liu, Yihan Zuo, Cuiyu Pan and Yu Chen

LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library

Abstract: Buying domestic products has become increasingly important in many countries. As a form of social influence, social norms affect people’s domestic purchasing intentions and behavior. The current study aims to examine the mechanisms by which social norms influence domestic purchasing intentions through the lens of consumer ethnocentrism and domestic product judgments. The data were collected through an online survey in China, and a total of 346 valid responses were obtained. The results indicate that social norms influence domestic purchasing intention through four paths, namely, direct path, motivational path, cognitive path, and motivational–cognitive path. Consumer ethnocentrism and domestic product judgments, serving as the motivational and cognitive factors, respectively, play mediating and serial mediating roles in the relationship between social norms and domestic purchasing intention. In addition, consumer ethnocentrism has two dimensions, namely, pro-domestic and anti-foreign consumer ethnocentrism, and only the former plays a significant role in the model. The current study has theoretical contributions to research on domestic purchasing intention and practical implications for interventions in domestic purchasing behavior. Future studies are encouraged to conduct experiments, distinguish between different types of social norms, measure purchasing behavior, and verify the relationships in other countries.

Keywords: China; consumer ethnocentrism; domestic product judgments; domestic purchasing intention; social norms (search for similar items in EconPapers)
JEL-codes: D12 Z13 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2023-05-31
New Economics Papers: this item is included in nep-cna, nep-mac and nep-soc
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Citations: View citations in EconPapers (1)

Published in Behavioral Sciences, 31, May, 2023, 13(6), pp. 453. ISSN: 2076-328X

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