Beyond borders: how national culture and consumer ethnocentrism shape purchase intentions in Latin America

Aguilar-Rodríguez I.E.; Arias-Bolzmann L.G.; Barcellos-Paula L.; Tapia-Andino G.F.; Tulcanaza-Prieto A.B. · Journal of Strategic Marketing (2026) · DOI: 10.1080/0965254x.2025.2586554

Resumen

This study examines the impact of cultural dimensions and consumer ethnocentrism on purchase intentions toward domestic brands in Latin America–a region characterized by high levels of migration and cultural hybridity. Grounded in Hofstede’s cultural framework and the Theory of Planned Behavior, data from 535 respondents across six countries were analyzed using structural equation modeling. Results show that consumer ethnocentrism is a strong and consistent predictor of purchase intention, while Hofstede’s dimensions did not have significant direct effects. These findings highlight the importance of contextualizing cultural values within dynamic social environments and underscore the role of attitudinal factors, such as perceived behavioral control, in shaping consumer behavior. The study offers a more comprehensive understanding of how macro-level culture and micro-level psychology intersect in shaping consumer behavior. Practical implications include designing segmentation strategies and marketing messages that resonate with local identities and generational traits across diverse Latin American markets.

Instituciones: Pontificia Universidad Católica del Perú