The effect of cosmopolitanism, patriotism and consumer ethnocentrism on the attitude and intention to purchase foreign luxury products with the role of moderating national identity (a study among Generation Z in Iran)

Mola Ghaghachi, Maryam; Asgarnezhad Nouri, Bagher

doi:10.22034/cbsj.2025.141098.2681

The effect of cosmopolitanism, patriotism and consumer ethnocentrism on the attitude and intention to purchase foreign luxury products with the role of moderating national identity (a study among Generation Z in Iran)

Document Type : Research Paper

Authors

¹ Master of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

² Associate Prof., Department of Business Management, Faculty of Economics and Management , Urmia University , Urmia , Iran.

10.22034/cbsj.2025.141098.2681

Abstract

the purpose of this research is to investigate the effect of cosmopolitanism, patriotism and ethnocentrism of generation Z consumers on the attitude and intention to purchase foreign luxury products with the role of moderating national identity. The statistical community of the research includes consumers of Generation Z in Urmia city. The sample size was estimated to be 384 people based on the available sampling method, of which 288 people were able to complete the standard questionnaire. The test of the research model was done based on the partial least squares method and with the help of Smart-PLS 3 software. The results of data analysis showed that consumer cosmopolitanism and patriotism have a negative and positive effect on ethnocentrism, respectively. In addition, consumer cosmopolitanism had a positive effect on the attitude towards the foreign luxury product, but the effect of consumer patriotism and ethnocentrism on the attitude towards the foreign luxury product was negative. On the other hand, it was confirmed that there is a positive and significant relationship between the attitude towards the foreign luxury product and the intention to buy that product. Also, although national identity had a moderating role in the relationship between patriotism and ethnocentrism, and attitude towards foreign luxury product, national identity did not have a moderating role in the relationship between cosmopolitanism and attitude towards foreign luxury product.

Keywords