While the impact of consumer ethnocentrism on preference for local products has received extensive attention by researchers, this research provides further understanding by investigating the impact of commitment to a consumer's place of leaving on consumer's attitudes towards local product and on effective purchase of local products. Based on the concept of behavioral commitment from Kiesler's theory (1973), this research shows that a consumer with a high degree of ethnocentrism has a more favorable attitude towards local products than the one committed to his place of life. However, when it comes to effective purchase of local products, a consumer who is strongly committed to his place of life tends to purchase local products more than a consumer with a high level of ethnocentrism. This research contributes to existing research in supporting Kiesler's argument that consumer behavioral commitment has a stronger effect on local product purchase than beliefs (in this case ethnocentrism). In terms of practice, this research may orient retailers, manufacturers and public organizations to strengthen consumers’ commitment to their place of life.
Journal of Retailing and Consumer Services – Elsevier
Published: Jul 1, 2018
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera