The influence of consumer ethnocentrism on purchase intention——an analysis of regional agricultural brand
Consumers are driven by both ethnocentric feelings and rational product evaluation when deciding to purchase domestic products. This paper examines the relationship between consumer ethnocentrism and purchase intention, while also considering certain demographic characteristics as moderating variables. It is to be found that age and income moderate the effect of ethnocentrism on purchase intention, highlighting the need for companies to tailor marketing strategies to different age and income groups.