Abstract
In the era of globalization, the significance of a product's Country of Origin (COO) in consumer behavior studies has gained prominence. COO serves as an intangible cue influencing consumers' purchasing decisions and product evaluations. Amidst the escalating trends of global trade and competition, COO emerges as a powerful determinant impacting the competitive positioning and business success of brands. Given this context, this study aims to elucidate the influence of COO on the purchasing behaviors of young Indian consumers in the context of white goods. Additionally, the study delves into the intricate interplay among COO, product evaluation, and purchase intention within the home appliances industry in India. Utilizing mediation analysis, the study reveals that product evaluation significantly mediates the relationship between COO and consumers' purchase intentions regarding white goods.
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