(The Effect of Nationalism, Religiosity and Materialism on the Purchase Intention of Domestic and Foreign Products)

Abstract

Purpose – The aim of this study is to determine the effect of nationalism, religiosity and materialism on the purchase intention of domestic and foreign products and the mediating role of religiosity between nationalism and purchase intention of domestic and foreign products. Design/ Methodology/ Approach – An online questionnaire was applied to 408 participants residing in Antalya with the easy sampling method. In the study; frequency analysis, descriptive statistics, normality test, exploratory factor analysis, reliability analysis, correlation analysis, regression analysis and regression analysis for mediation role were performed. Findings – The data were found to be normal and reliable. As a result of the analysis; it was revealed that nationalism and religiosity had a significant and positive effect on the purchase intention of domestic and foreign products, and materialism had no effect. The highest impact on consumers' purchase intention of domestic products has shown the level of nationalism. Therefore, in the present sample, the levels of nationalism and religiosity are effective on the consumers' preference to buy domestic products. In addition, it has been determined that religiosity has a partial mediation role between nationalism and purchase intention of domestic and foreign products. Discussion – It can be said that nationalism and religiosity are influential in consumers' purchase intention of domestic products. Therefore, in an environment where competition is increasing, foreign brands should pay attention to the nationalist and religious values of the country and apply marketing strategies that emphasize that there is no harm to domestic production and that their products are halal. Domestic brands should emphasize themes such as ‘‘ domestic ’’, ‘‘ national ’and apply marketing strategies in this direction.