The Impact of Hard and Soft Ethnocentrism on ConsumerPurchase Intentions: Moderating Role of Country-of-OriginImage

Abstract

Purpose– This study investigates the distinct effects of hard ethnocentrism (HET) and soft
ethnocentrism (SET) on consumer purchase intentions (PIN) toward foreign products, with a
focus on the moderating role of country of origin (COO) image. The study proposes that HET
negatively impacts PIN, while SET may positively influence it.
Design/Methodology/Approach– A structured questionnaire was administered to 304
Bangladeshi consumers using convenience sampling. Constructs were measured using scales
supported by existing literature and analyzed with Partial Least Squares Structural Equation
Modeling (PLS-SEM).
Findings– Results confirm that HET significantly decreases PIN, whereas SET enhances it.
Furthermore, a favorable COO image has a strong positive effect on PIN and moderates the
impact of both HET and SET—weakening HET’s negative influence and amplifying SET’s
positive effect.
Research Implications– The study offers theoretical advancements by distinguishing between
HET and SET and reinforces COO’s role in shaping consumer buying behavior.
Originality/Value– The research introduces an original distinction between hard and soft
ethnocentrism, demonstrating their differential impacts on purchase intentions in Bangladesh,
with country of origin as a key moderator, offering valuable theoretical and practical insights
for consumer behavior in emerging markets.