THE MEDIATING ROLE OF CONSUMER ETHNOCENTRISM BETWEEN COUNTRY OF ORIGIN AND PURCHASE INTENTION

Abstract

In the face of changing conditions and consumer needs around the world, businesses need to be able to adapt to these conditions and respond to the needs of the consumer in order to survive. For this reason, companies have to analyze the ethnocentric tendencies of the consumers, as well as the country of origin perceptions and their effects on the purchase intention. The aim of this study is to reveal the mediating role of consumer ethnocentrism between country of origin and purchase intention. For the purpose of the research, consumer ethnocentrism, country of origin effect and purchase intentions for local cheeses of North Cyprus, were examined. Quantitative research method was used in the research. The model design of this study was conducted in accordance with the causality research purpose. The sample of the research is composed of consumers in Northern Cyprus. Study participants were identified using convenience sampling method. 421 consumers participated in the research. The results show that there is a positive relationship between consumer ethnocentrism, country of origin and purchase intention. According to the results, it was determined that the consumer ethnocentrism tendencies partially mediated the relationship between the country of origin scale and the consumer purchase intention.