Consumers are driven by both ethnocentric feelings and rational product evaluation when deciding to purchase domestic products. This paper examines the relationship between consumer ethnocentrism and purchase intention, while also considering certain demographic characteristics as moderating variables. It is to be found that age and income moderate the effect of ethnocentrism on purchase intention, highlighting the need for companies to tailor marketing strategies to different age and income groups. To appeal to nationalistic consumers, companies should enhance the national image and cultural significance of domestic products. Utilizing consumer ethnocentrism in the marketing process can help increase market share and bolster the strength of domestic brands. Overall, these findings suggest that companies should take a nuanced approach to marketing domestic products and consider the various factors that influence consumer decision-making.
