Effect of Consumer Economic Nationalism on Consumer Attitudinal and Behavioral Response to the Marketing of Locally Produced Foods

The objective of this research is to empirically test a research model on the effect of consumer economic nationalism on consumers’ attitudinal and behavioral responses to the marketing of locally produced foods. Data was collected from a sample of Ghanaians through an online survey using a structured questionnaire. Using structural equation modelling to analyse the data, the study revealed that cognitive and affective involvement influences product familiarity. Also, product familiarity and economic nationalism influence consumers ‘overall attitude towards locally produced foods. Finally, the overall attitude towards the product and economic nationalism both influence consumer buying intention of locally produced foods. This study was limited to the Ghanaian geographical context, thus, for a broader assessment of the robustness of the research model, future studies should undertake a cross-national comparison. The findings provide practitioners with the strategies for influencing consumer attitudes and intentions towards locally produced foods. For policymakers, the findings provide input on strategies for altering consumers’ attitudes and intentions to patronize locally produced foods. Considering the paucity of research in understanding the role of economic nationalism in influencing consumer attitude and intention towards locally produced foods, this study makes a compelling contribution to the literature by incorporating the economic nationalism theory into the theory of planned behavior.