The Impact of Consumer Ethnocentrism on Purchase Intention of Batik-Related Products; The Mediation Effect of Attitude towards Local Products with Special Reference to the Western Province of Sri Lanka

Abstract

In Sri Lanka, many local brands utilize the concept of "Ethnocentrism" to promote their products among Sri Lankans. This concept, which encourages the purchase of local products as a national movement, can also be applied to enhance the purchase intention of Batik-related products in Sri Lanka. The primary objective of this research is to identify the relationship between Consumer Ethnocentrism and Customer Purchase Intention for Batik-related products, while also examining the mediating role of Consumer Attitudes toward Local Products, with a specific focus on the Western Province of Sri Lanka. This study employed a deductive approach, and the conceptual framework was developed based on a comprehensive review of the literature. Data were collected through an online questionnaire distributed to users of Batik-related products, utilizing a convenience sampling method. A sample of 246 Batik product users was selected for this study, and the data were analyzed using SPSS software. The findings demonstrated a significant impact of Consumer Ethnocentrism on the Purchase Intention of Batik-related Products in Sri Lanka. It is recommended that businesses involved in Batik-related products develop marketing strategies that leverage Ethnocentrism promotional appeals and foster a sense of Ethnocentrism among consumers. The findings and discussions offer valuable insights for managerial implications and contribute to the further development of the Batik industry in Sri Lanka.