Influence of country of origin, ethnocentrism and perceived quality on purchase intentions of Korean beauty products in Pakistan
Year: 2025
Type: article
Study design: Observational Study
Abstract: The study aimed to analyze the impact of country of origin, consumer ethnocentrism, and perceived quality on purchase intentions of Korean beauty products among Pakistani consumers, where K-beauty has become increasingly popular. Extrinsic cues, especially country of origin (COO) significantly influence purchase intention (PI) and Perceived quality (PQ) acts as a mediating factor that causes COO's effect on PI. Whereas consumer ethnocentrism (CE) indicates an attitudinal opposition to foreign products. Results from PLS-SEM analysis indicate that COO (β = 0.25, p < 0.001) significantly impact PI while PQ serves as a partial mediator (β = 0.54, p <0.001) in the relationship between COO and PI. CE has no significant effect(β = - 0.115, p = 0.368). The findings indicate a tendency of reverse ethnocentrism and offer consequences for marketers aiming at culturally varied markets. The paper addresses the limitations and proposes recommendations for further research.
Authors: Qasim Ali, Sang-Kuck Chung, Nargis Dewan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414026643