Consumer Ethnocentrism and Generational Purchase Intentions for Indigenous Products
Authors
-
Richa Chauhan
Assistant Professor (Corresponding Author), Jaypee Business School, Jaypee Institute of Information Technology, Sector-62, Noida - 201 309, Uttar Pradesh
https://orcid.org/0000-0002-3869-8649
- Vidhi Kaul Independent Researcher
-
Sapna Yadav
Assistant Professor, Jaypee Business School, Jaypee Institute of Information Technology, Sector-62, Noida - 201 309, Uttar Pradesh
https://orcid.org/0000-0001-6038-880X
-
Tanushree Sanwal
Assistant Professor, Krishna Institute of Engineering & Technology (KIET), Ghaziabad, Delhi-NCR, Uttar Pradesh
https://orcid.org/0000-0002-5703-1700
-
Sandhya Avasthi
Associate Professor, Department of CSE, ABES Engineering College, 19th KM Stone, NH-09, Dundahera, Ghaziabad - 201 009, Uttar Pradesh
https://orcid.org/0000-0003-3828-0813
- Gaurav Shah Assistant Professor, Department of Mass Communication, School of Management Sciences, Khushipur (NH-2 Bypass) PO: Bachhaon, Varanasi - 221 011, Uttar Pradesh
DOI:
https://doi.org/10.17010/ijom/2026/v56/i4/175296Keywords:
indigenous product, khadi, consumer ethnocentrism, generation cohorts, purchase intentions, and role model.Publication Chronology: Paper Submission Date : September 20, 2025 ; Paper sent back for Revision : February 23, 2026 ; Paper Acceptance Date : March 25, 2026 ; Paper Published Online : April 15, 2026.
Abstract
Purpose : This study aimed to examine the impact of consumer ethnocentrism on purchase willingness for indigenous products, particularly khadi, across different generational cohorts in India. It also investigated the mediating role of direct and indirect role models in influencing consumer behavior.
Methodology : A quantitative research design was adopted using a structured questionnaire to collect primary data from consumers in metropolitan cities in India. A total of 238 valid responses were analyzed and categorized into Baby Boomers, Generation X, and Generation Y. One-way ANOVA and post hoc tests were used to examine generational differences, while multiple regression analysis was conducted to assess the influence of consumer ethnocentrism and role models on purchase willingness across cohorts.
Findings : The results indicated significant generational differences in consumer ethnocentrism. Ethnocentrism was found to be a significant predictor of purchase willingness among Baby Boomers and Generation X. However, for Generation Y, neither consumer ethnocentrism nor role models significantly influenced purchase willingness.
Research Limitations/Implications : The study is limited to metropolitan consumers and a specific cultural product (khadi), which may restrict generalizability. Future research could expand to other regions, product categories, and generational groups.
Practical Implications : The findings provided insights for policymakers and marketers to design targeted strategies for promoting indigenous products by considering generational differences and leveraging ethnocentric tendencies.
Originality/Value : This study contributed to the literature by integrating consumer ethnocentrism, generational cohort analysis, and role model influence in the context of indigenous product consumption in India.
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