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The influence of consumer ethnocentrism on purchase of domestic wine: Application of the extended theory of planned behaviour.

Abstract：

:With the globalization of markets, consumers are increasingly confronted with a wide range of domestic and foreign products. One of the elements influencing purchase choice of domestic over foreign products are consumer ethnocentric tendencies. There are few studies that have focused on the impact of consumer ethnocentrism on domestic products purchase in developing nations. The goal of this study was to determine drivers of regular purchase of domestic wine using an consumer ethnocentrism extended model of the Theory of Planned Behaviour. The face to face survey was conducted on a sample of 315 Croatian wine buyers using the mall-intercept method. Data were analysed using Structural Equation Modeling by Partial Least Square. The investigation found that consumer ethnocentrism has strong and positive impact on attitudes about domestic wine purchase, while attitudes have partial mediating effect on the relationship between consumer ethnocentrism and intention to buy domestic wine. Attitudes have the strongest effect on the intention to buy domestic wine, while the intention is the strongest predictor of regular purchase of domestic wine. The results of this research can serve as an informative basis for creating marketing strategies in order to increase purchase of domestic food products, namely wine.

journal_name

Appetite

journal_title

Appetite

authors

Tomić Maksan M,Kovačić D,Cerjak M

doi

10.1016/j.appet.2019.104393

subject

Has Abstract

pub_date

2019-11-01 00:00:00

pages

104393

eissn

0195-6663

issn

1095-8304

pii

S0195-6663(18)31819-1

journal_volume

142

pub_type

杂志文章

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