Why do Chinese people prefer domestic products: the role of consumer ethnocentrism, social norms and national identity
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DOI: 10.1108/apjml-08-2022-0718
Abstract: PurposeThis research aims to find out the reasons why Chinese people prefer domestic products. The authors examine the effect of consumer ethnocentrism (CE), social norms (SNs) and national identity (NI) on willingness to buy (WTB) domestic… read more here.
Keywords: prefer domestic; role; wtb domestic; chinese people ... See more keywords