Ethiopian Consumer’s Behavior towards Purchasing Locally Produced Apparel Products: An Extended Model of the Theory of Planned Behavior

IF 1.7 4区 工程技术 Q2 MATHEMATICS, INTERDISCIPLINARY APPLICATIONS
Complexity Pub Date : 2024-03-27 DOI:10.1155/2024/8745919
Eyob Minbale, Berihun Bizuneh, Wendosen Seife, Alene Eyasu, Tinsaye Asfaw, Shalemu Sharew
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Abstract

Consumers in developing countries, particularly Africans, are strongly criticized for their unfavorable feeling about locally produced apparel products. With this concern, this paper explores the determinants of Ethiopian consumers’ purchasing behavior towards locally produced apparel products by using the extended theory of planned behavior (TPB) model. A self-administered questionnaire which consists of open and closed-ended questions was developed based on the literature. Cross-sectional data were collected from 478 Ethiopian consumers by following the convenience sampling technique and were analyzed by structural equation modeling with AMOS V.26.0. The ethnocentric tendency of Ethiopian consumers was found at a moderate level. The consumers had a very high purchasing intention towards locally produced apparel products but had a low actual purchasing behavior. The result also showed that Ethiopian consumers use price, garment fitness, comfort, and color as the most important attributes, while the country of origin and notions were found to be the moderate important attributes. Moreover, consumers’ attitude towards locally produced apparel products was found as the most influential factor, while perceived behavioral control and subjective norms were the least influential factors in affecting consumers’ purchasing intention. The study’s findings provide insight into domestic apparel consumption as well as the factors affecting consumer purchasing intentions and behavior in the Ethiopian context. The study incorporates product attributes and ethnocentrism into the TPB model to investigate their impact on consumer purchasing intentions which are rarely investigated together.

埃塞俄比亚消费者购买当地生产服装产品的行为:计划行为理论的扩展模型
发展中国家的消费者,尤其是非洲消费者,因对本地生产的服装产品感觉不佳而饱受诟病。有鉴于此,本文采用扩展的计划行为理论(TPB)模型,探讨了埃塞俄比亚消费者购买本地生产服装产品行为的决定因素。根据相关文献编制了一份由开放式和封闭式问题组成的自填式问卷。通过便利抽样技术收集了 478 名埃塞俄比亚消费者的横截面数据,并使用 AMOS V.26.0 进行结构方程建模分析。结果发现,埃塞俄比亚消费者的民族中心主义倾向处于中等水平。消费者对本地生产的服装产品有很高的购买意向,但实际购买行为却很低。结果还显示,埃塞俄比亚消费者将价格、服装合身性、舒适度和颜色作为最重要的属性,而原产国和概念则是中等重要的属性。此外,消费者对本地生产的服装产品的态度被认为是影响消费者购买意向的最大因素,而感知行为控制和主观规范则是影响消费者购买意向的最小因素。研究结果有助于深入了解埃塞俄比亚的国内服装消费情况以及影响消费者购买意向和行为的因素。该研究将产品属性和民族中心主义纳入了 TPB 模型,以调查它们对消费者购买意向的影响,而很少同时对这两个因素进行调查。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Complexity
Complexity 综合性期刊-数学跨学科应用
CiteScore
5.80
自引率
4.30%
发文量
595
审稿时长
>12 weeks
期刊介绍: Complexity is a cross-disciplinary journal focusing on the rapidly expanding science of complex adaptive systems. The purpose of the journal is to advance the science of complexity. Articles may deal with such methodological themes as chaos, genetic algorithms, cellular automata, neural networks, and evolutionary game theory. Papers treating applications in any area of natural science or human endeavor are welcome, and especially encouraged are papers integrating conceptual themes and applications that cross traditional disciplinary boundaries. Complexity is not meant to serve as a forum for speculation and vague analogies between words like “chaos,” “self-organization,” and “emergence” that are often used in completely different ways in science and in daily life.
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