Consumer Ethnocentrism, Product Attitudes and Purchase Intentions of Domestic Products in China

The globalization of market has brought considerable foreign goods to Chinese consumers. The competition between domestic and foreign corporations became more and more intense during last decades. This study focuses on how consumer ethnocentrism influences the preference for domestic goods among Chinese consumers. The data were collected through questionnaire from 501 middle school students. The results show that there is significant correlation between the consumers’ purchase intention of domestic goods and consumer ethnocentrism. Mediating regression analysis indicated that consumer ethnocentrism has significant effect on consumers’ purchase intentions of domestic products, while product attitude has mediator effect between them.