“…In general, product judgment can be described as a consumer's attitude toward products, including evaluation of product quality based on country of origin (Abdul-Talib and Mohd Muttaqin, 2017; Klein et al, 1998) and ethnic origin (Abdul-Latif and Abdul-Talib, 2017). Numerous previous studies have suggested that product judgment and evaluation can have a significant influence on consumers' product purchase decisions (Carter and Maher, 2014;Hinck, 2005;Nijssen and Douglas, 2004;Rose et al, 2009). While most previous studies found a positive relationship between product judgment and willingness to buy (Abdul-Latif and Abdul-Talib, 2017; Ahmed et al, 2013;Klein et al, 1998;Wang and Chen, 2004), there were also studies that found no relationship (Maher and Mady, 2010) and a negative relationship (Abdul-Latif and Abdul-Talib, 2015a).…”