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Local Brands. Impact of Consumer Responsibility for Sustainable Consumption and Ethnocentrism as a Moderating Factor

Giuseppe Lamberti et al.

Journal of International Consumer Marketing2025https://doi.org/10.1080/08961530.2025.2487799article
AJG 1ABDC B
Weight
0.44

Abstract

In a competitive environment dominated by global corporations, small and medium-sized enterprises (SMEs) with local brands seek innovative ways to differentiate themselves. Sustainability, increasingly significant in consumer decision-making, presents an opportunity for SMEs to leverage their environmental responsibility and local connectedness credentials. This study investigates how consumer responsibility for sustainable consumption (CRSC) influences local brand preference (LBP) and local brand purchase likelihood (LBPL), with consumer ethnocentrism (CE) as a moderating factor. Using structural equation modeling on representative data, results confirm a sequential relationship between CRSC, LBP, and LBPL. Surprisingly, CE weakens these effects, indicating that factors beyond local connectedness may drive purchasing decisions.

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https://doi.org/https://doi.org/10.1080/08961530.2025.2487799

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@article{giuseppe2025,
  title        = {{Local Brands. Impact of Consumer Responsibility for Sustainable Consumption and Ethnocentrism as a Moderating Factor}},
  author       = {Giuseppe Lamberti et al.},
  journal      = {Journal of International Consumer Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/08961530.2025.2487799},
}

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Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.