Mediating role of spirituality and religiosity in relationship between ethnocentrism and purchase intention towards foreign goods
by Ritu Narang
International Journal of Business and Emerging Markets (IJBEM), Vol. 15, No. 2, 2023

Abstract: Though spirituality and religiosity play a very significant role in the lives of Asians, they remain largely unexplored in the domain of consumer behaviour. This study explores their role in consumer purchase intention towards foreign goods. It also attempts to identify the mediating effect of spirituality and religiosity in the relationship between consumer ethnocentrism and purchase intention towards foreign goods. Established scales were employed to collect data from 330 respondents. Data was analysed by using CFA and SEM techniques. Spirituality is found to be an important antecedent of purchase intention towards foreign products. It fully mediates the relationship between ethnocentrism and consumer purchase intention as well as between ethnocentrism and religiosity. Religiosity however, had no such significant impact. The results of the study can be very useful for the marketer in designing appropriate marketing strategy and promotional programs. It also extends the literature on purchase intentions towards imported goods.

Online publication date: Fri, 21-Apr-2023

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