Dissecting the dichotomy: unveiling the preference for Turkish products by Tunisian consumers

While existing research has extensively investigated Muslim consumers' reactions to international brands, there is limited scholarship exploring their perceptions of brands from other Muslim countries. This study aims to elucidate the intention to purchase Turkish products among Tunisian consumers by examining the interplay between cultural factors like Islamic religiosity and emotional factors like consumer ethnocentrism and country-of-origin effects. Data were collected using a structured questionnaire completed by a diverse sample of 289 Tunisian consumers residing in both rural and urban areas. A partial least squares-structural equation modelling method (PLS-SEM) was employed to analyse the conceptual model using SmartPLS.4 software. Findings reveal that although Islamic religiosity may marginally increase Tunisian consumers' likelihood of purchasing Turkish products, a significant level of ethnocentric sentiment persists against Turkish imports. Conversely, the study demonstrates that Islamic religiosity considerably enhances Turkey's image among Tunisian consumers, thereby increasing their willingness to choose Turkish products.