Understanding Purchase Intention Towards Imported Products: Role of Ethnocentrism, Country of Origin, and Social Influence

Abstract

The previous research was mainly focused on consumers' purchase intention toward imported products in developed countries, whereas there is insufficient research conducted in developing countries like Mongolia. Therefore, the current study analyzed consumers' purchase intention toward imported products. We specifically examine the effects of the country of origin (COO), Ethnocentrism, and social influence on imported products' purchase intention through the product image and quality mediation role. To achieve the purpose of the research, an online survey was conducted on four hundred twenty-six Mongolian female consumers who experienced purchasing imported handbags. We used SPSS 23 and PLS-SEM software to test hypotheses. Moreover, we explored that an individual's perception of social influence was essential in purchasing imported products. Individuals with a higher degree of social influence prefer to buy imported products, e. g., and handbags, without a prior evaluation. Implications of the findings for theory and managerial practice are discussed, and future research directions are identified.

The Influence Country of Origin on Purchase Intention Korean Food with Moderating Consumer Ethnocentrism on Generation Z in East Java

“…Ditcher (1962) first showed that the concept of COO is influenced by the assessment of the country and its products when consumers consider buying products from a particular country (Gantlga & Ganbold, 2022). According to Yuni & Asih (2021) COO, it is the country of origin that represents the country of production, manufacture, design, or origin of the product, and is generally considered part of the characteristics of a product.…”

“…Consumer ethnocentrism leads to people's attitudes regarding their morality and the appropriateness of buying goods made by them outside the country, Consumer ethnocentrism is a consumer's self-belief regarding the appropriateness, to the morality, of buying products made abroad. (Gantlga & Ganbold, 2022). In economic content, consumer ethnocentrism is defined as the tendency of consumers and their beliefs about propriety and morality when making purchasing decisions of products produced by foreign countries (Wenas, 2017).…”

The Effect of Marketing Effectiveness, and Consumer Behaviour on Consumer Purchase Preference for Unilever Products in Jordan

“…Consumers' willingness to pay for imported goods is a major role in the market. The higher cost of imported goods compared to those produced in the place of origin may deter price-conscious consumers (Gantulga & Ganbold, 2022). However, some consumers will pay extra for imported goods if they are persuaded of their superior quality or other benefits (Calvin et al, 2022).…”

Consumer’s Personal and Social Factors on Purchase Intentions of Counterfeit Luxury Products

“…At the same time, it is common to purchase and sell counterfeit luxury products in Mongolia. Mongolia itself has a population of approximately 3.5 million people, and the average monthly salary for people of the middle class in 2022 was around $500-600 dollars (Gantulga & Ganbold, 2022). However, the middle class in Mongolia has lower incomes than in other developed and developing countries.…”