Local Brands. Impact of Consumer Responsibility for Sustainable Consumption and Ethnocentrism as a Moderating Factor.
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| Authors: | Lamberti, Giuseppe1 (AUTHOR) giuseppe.lamberti@uab.cat, Llonch Andreu, Joan1 (AUTHOR), Lopez Belbeze, Pilar1 (AUTHOR), Rialp Criado, Josep1 (AUTHOR) |
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| Source: | Journal of International Consumer Marketing. Oct-Dec2025, Vol. 37 Issue 5, p449-464. 16p. |
| Subject Terms: | *Sustainable consumption, *Brand choice, *Brand name products, *Consumer behavior, *Small business, *Environmental responsibility, Ethnocentrism |
| Abstract: | In a competitive environment dominated by global corporations, small and medium-sized enterprises (SMEs) with local brands seek innovative ways to differentiate themselves. Sustainability, increasingly significant in consumer decision-making, presents an opportunity for SMEs to leverage their environmental responsibility and local connectedness credentials. This study investigates how consumer responsibility for sustainable consumption (CRSC) influences local brand preference (LBP) and local brand purchase likelihood (LBPL), with consumer ethnocentrism (CE) as a moderating factor. Using structural equation modeling on representative data, results confirm a sequential relationship between CRSC, LBP, and LBPL. Surprisingly, CE weakens these effects, indicating that factors beyond local connectedness may drive purchasing decisions. [ABSTRACT FROM AUTHOR] |
| Database: | Entrepreneurial Studies Source |
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| Abstract: | In a competitive environment dominated by global corporations, small and medium-sized enterprises (SMEs) with local brands seek innovative ways to differentiate themselves. Sustainability, increasingly significant in consumer decision-making, presents an opportunity for SMEs to leverage their environmental responsibility and local connectedness credentials. This study investigates how consumer responsibility for sustainable consumption (CRSC) influences local brand preference (LBP) and local brand purchase likelihood (LBPL), with consumer ethnocentrism (CE) as a moderating factor. Using structural equation modeling on representative data, results confirm a sequential relationship between CRSC, LBP, and LBPL. Surprisingly, CE weakens these effects, indicating that factors beyond local connectedness may drive purchasing decisions. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 08961530 |
| DOI: | 10.1080/08961530.2025.2487799 |
