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

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Listed:
  • Jia, Qifan
  • Zhou, Sizhe
  • Liu, Run
  • Zuo, Yihan
  • Pan, Cuiyu
  • Chen, Yu

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.

Suggested Citation

  • Jia, Qifan & Zhou, Sizhe & Liu, Run & Zuo, Yihan & Pan, Cuiyu & Chen, Yu, 2023. "How social norms influence purchasing intention of domestic products: the mediating effects of consumer ethnocentrism and domestic product judgments," LSE Research Online Documents on Economics 125881, London School of Economics and Political Science, LSE Library.
  • Handle: RePEc:ehl:lserod:125881
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    References listed on IDEAS

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    More about this item

    Keywords

    China; consumer ethnocentrism; domestic product judgments; domestic purchasing intention; social norms;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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