Consumer Ethnocentrism and Buying Intention in the Leather Industry of Bangladesh

Abstract

Consumer ethnocentrism is a psychological concept that describes how consumers purchase products based on their country of origin. It refers to ethnocentric views held by consumers in one country, the in-group, towards products from another country, the out-group (Sharma, Shimp, & Shin, 1994). Ethnocentrism plays an important role in predicting consumer buying behavior. The purpose of the study looks into the influence of consumer ethnocentrism on brand image, brand trust, product quality, and imported product intention in the leather industry in Bangladesh. The leather industry is one of the oldest industries in Bangladesh. The leather industry plays a major role in our national economy. This raw material is locally available and has the potential for export and development. The leather industry has had huge sustainable growth over the coming years. From the study, it is evident that consumers prefer Bangladeshi leather products the most. Consumer ethnocentrism shows how Bangladeshi consumer relies on the leather industry of Bangladesh. The result of the study positive effect of local leather products judgment. The country where products are manufactured affects the brand proposition and also develops consumer ethnocentrism. A product’s country of origin helps to reduce risk and acts as a guarantee to make a strategic position in the product market. Product category and its origin affect the consumer buying decision. Based on the findings, several recommendations are forwarded.