Utilization of Theory of Planned Behavior to Predict Consumer Behavioral Intention toward “Buy-Local” Campaign: Do National Identity Expressions Matter?

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-11-30 DOI:10.1080/08961530.2022.2150735

Dudi Amarullah, T. Handriana

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引用次数: 0

Abstract

Abstract The spread of COVID-19 has caused various problems worldwide. The “buy-local” campaign is one of the strategies carried out by both the government and civilians to deal with these problems by campaigning for the importance of supporting and buying local products. Therefore, this study aims to investigate the mechanisms underlying participation intention in the “buy-local” campaign by applying the theory of planned behavior and national identity expressions. Empirical data were collected through self-administered online questionnaires and managed to collect 414 responses. The results indicated that five of the six hypotheses are supported. Patriotism and ethnocentrism positively influence attitudes toward the “buy-local” campaign. Meanwhile, nationalism was found to have no effect on attitudes toward the “buy-local” campaign. Also, factors such as attitude toward the “buy-local” campaign, subjective norms, and perceived behavioral control positively affect participation intentions in the “buy-local” campaign. The findings provide fresh theoretical and practical implications.

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利用计划行为理论预测消费者“本地购买”行为意向:国家认同表达重要吗?

摘要新冠肺炎的传播在世界范围内造成了各种问题。“购买当地产品”运动是政府和平民通过宣传支持和购买当地产品的重要性来应对这些问题的策略之一。因此，本研究旨在运用计划行为理论和民族认同表达理论，探讨“购买本地产品”运动中潜在的参与意向机制。经验数据是通过自行管理的在线问卷收集的，共收集了414份回复。结果表明，六个假设中有五个得到了支持。爱国主义和种族中心主义积极影响人们对“购买当地产品”运动的态度。与此同时，民族主义被发现对“购买当地产品”运动的态度没有影响。此外，对“购买本地产品”活动的态度、主观规范和感知的行为控制等因素对“购买当地产品”活动中的参与意向产生了积极影响。这些发现提供了新的理论和实践启示。

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

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.