“I Am Who I Am, But I Am Complicated”: The Mediating Role of Ambivalence on Country of Origin (COO) Between Consumer Self-Positioning and Willingness to Buy

Abstract

This paper examines the intricate relationship between consumer identity, COO (Country of Origin) perceptions, and purchasing intentions. Utilizing a quantitative approach, it collected survey data from a survey of 521 participants in China, offering a comprehensive view of consumer attitudes and behaviors, by adopting Structural Equation Models. A key finding is the mediating role of ambivalence toward COO in the relationship between consumer self-identity and purchasing willingness. This ambivalence, influenced by factors like nationalism, product quality perceptions, and ethical concerns, divided into animosity and admiration on COO, is shown to influence purchasing propensity. The study underscores the fluid nature of consumer identity, shaped by personal, cultural, and global influences, particularly under globalization where exposure to products from diverse COOs leads to varied responses. Recognizing and strategically responding to this ambivalence can enhance consumer engagement and willingness to buy. This research contributes to global consumer behavior studies by emphasizing the complex interplay between consumer identity, COO perceptions, and purchasing decisions, offering insights for developing effective international marketing strategies.