This work investigates the determinant factors of migrant consumers� willingness to buy\nproducts originate from their home country. The unit of analysis in this study was Malaysian\nmigrants in the UK and the analysis was based on 330 usable data gathered through an online\nsurvey. The results indicate that the migrants� willingness to buy their homeland products was\nsignificantly and positively influenced by the migrants� levels of national identity. This\nfinding suggests that the stronger the migrant consumers� association to their origin identity,\nthe higher their willingness to purchase homeland products. The study provides a support that\nthe migrant consumers� positive attitudes towards homeland products were not determined by\nthe migrants� degree of ethnocentrism. The present study has implications for consumer behavior and marketing in multicultural societies.
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