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.