Abstract:

With the development of technology, the interaction between nations has increased and international businesses have become more common in the market. The fact that these businesses are in competition with national businesses may leave consumers in a dilemma when making a purchase decision. While some consumers are more moderate towards foreign businesses by emphasizing features such as quality, price and benefit, some consumers argue that domestic products should be preferred primarily, considering that purchasing foreign products negatively affects the development of the country. The main purpose of this research is to examine the effects of country of origin image on ethnocentrism, product judgment and willingness to purchase foreign products. For this purpose, a questionnaire was applied to 396 participants. The obtained data were analyzed with SPSS and SPSS Process macro. As a result of the analysis, it was concluded that country image has a positive effect on product judgment and willingness to buy foreign products, and a negative effect on consumer ethnocentrism; that consumer ethnocentrism has a negative effect on willingness to buy foreign products and a positive effect on product judgments; that ethnocentrism and product judgments have a mediating role in the relationship between country image and willingness to buy foreign products.

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