A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention

  •  Samin Rezvani    
  •  Goodarz Javadian Dehkordi    
  •  Muhammad Sabbir Rahman    
  •  Firoozeh Fouladivanda    
  •  Mahsa Habibi    
  •  Sanaz Eghtebasi    


Country of origin has become a significant phenomenon in consumer behaviour studies. Hence, increasing the knowledge of customers about products makes research about factors that influence their decisions more worthwhile than before. The purpose of this paper is to review the country of origin literature and mention different variables that influence consumer purchase intention, and also highlight the relationship of variables and customer purchase intention based on the previous literature. This research is valuable for promoting the consumer behaviour literature and providing support for relationships between the variables and purchase intention. In addition, it also helps marketers who work on related topics according to the country of origin perspective. The existing literature shows that all of the variables mentioned in this paper have a relationship with customer purchase intention from the country of origin point of view. However, there are many factors for which it has not been determined whether they influence consumer purchase intention related to the country of origin issue and there is wide scope for future research and development.

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