Local Brands : impact of consumer responsibility for sustainable consumption and ethnocentrism as a moderating factor
Lamberti, Giuseppe (Universitat Autònoma de Barcelona)
Llonch i Andreu, Joan (Universitat Autònoma de Barcelona. Departament d'Empresa)
López Belbeze, Ma. Pilar (Universitat Autònoma de Barcelona. Departament d'Empresa)
Rialp Criado, Josep (Universitat Autònoma de Barcelona. Departament d'Empresa)

Date:	2025
Description:	16 pàg.
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.
Grants:	Agencia Estatal de Investigación PID2021-124089NB-I00
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Language:	Anglès
Document:	Article ; recerca ; Versió acceptada per publicar
Subject:	Consumer responsibility for sustainable consumption ; Ethnocentrism ; Local brand preference ; Local brand purchase likelihood ; Sustainability
Published in:	Journal of International Consumer Marketing, Vol. 37, Núm. 5 (2025) , p. 449-464, ISSN 1528-7068

DOI: 10.1080/08961530.2025.2487799

Available from: 2026-10-11

The record appears in these collections:
Research literature > UAB research groups literature > Research Centres and Groups (research output) > Social and Legal Sciences > Center for Research and Studies for Organizational Development (CRiEDO)
Articles > Research articles
Articles > Published articles