HOW CONSUMER ETHNOCENTRISM INFLUENCES PURCHASE INTENTION OF LOCAL PRODUCTS IN CAMBODIA: INSIGHTS FROM THE EXTENDED THEORY OF PLANNED BEHAVIOR

Understanding the factors that influence consumers’ decisions to purchase local products is crucial for promoting sustainable economic growth in developing countries. This study addresses the gap in empirical research by examining how consumer ethnocentrism affects purchasing behavior toward local products in Cambodia through the lens of the extended Theory of Planned Behavior (TPB). Using a quantitative approach, data were collected from 500 fourth-year undergraduates across various faculties at BELTEI International University via structured questionnaires and analyzed using Excel and SPSS. The results reveal that consumer ethnocentrism significantly and positively influences purchase intention (β=0.605, p