The determinants of foreign product preference amongst elite consumers in an emerging market

Padmali Rodrigo, Hina Khan, Yuksel Ekinci

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    Abstract

    By integrating the Theory of Reasoned Action (TRA) and self-image congruence, this study seeks to investigate elite consumers’ purchase intentions towards products made in foreign countries. The data were gathered via a survey conducted amongst 316 Sri Lankan elite consumers across two product categories. The findings demonstrate that consumers’ attitudes towards products made in foreign countries are driven by subjective norms and self-image congruence. The study shows that self-image congruence is the stronger predictor of consumers’ attitudes towards products made in foreign countries. Also, the effect of self-image congruence on consumers’ purchase intentions is partially mediated by their attitudes towards products made in foreign countries.
    Original languageEnglish
    JournalJournal of Retailing and Consumer Services
    Early online date18 May 2018
    DOIs
    Publication statusEarly online - 18 May 2018

    Keywords

    • Country of Origin
    • Theory of Reasoned Action
    • Subjective Norms
    • Self-Image Congruence
    • Elite Consumers
    • Sri Lanka

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