Abstract:

The aim of this study was to explain the effect of consumers’ ethnocentrism levels on purchase intentions of products from local supermarkets depending on the collectivist values and to determine the mediation role of consumer attitudes towards local campaigns. The scope of the study includes local campaigns that promoted by non-governmental organizations and local supermarket associations and encouraged to shop at local supermarkets, and consumers who were exposed to these campaigns. In this context, data was collected via face-to-face survey and evaluated by path analysis. As a result, it has been found that the collectivism values of the consumers positively affect the ethnocentrism levels. In addition, it has been found that consumers’ attitudes towards local campaigns have a partial and full mediation effect on the positive effect of ethnocentrism levels on purchase intentions of products from local supermarkets.

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