Consumer responsibility and local brand preferences in an emerging market: evidence from Mexico Academic Article in Scopus uri icon

abstract

  • Purpose ¿ While numerous studies have focused on industry responsibility for sustainable consumption, few have explored consumer responsibility for sustainable consumption (CRSC). Drawing on construal-level theory, this study investigates how CRSC affects local brand purchase likelihood (LBPL) in the context of Mexico, an emerging market. It emphasizes the mediating effects of local brand attitude (LBA) and local brand social signaling value (LBSSV) and explores how materialism and ethnocentrism moderate these relationships. Design/methodology/approach ¿ Data were collected from 430 respondents in Mexico through an online survey, using stratified sampling to ensure demographic representation. Structural equation modeling (PLS-SEM version 4.1) was used to test our hypotheses. Findings ¿ The results reveal a direct positive impact of CRSC on LBPL, mediated by LBSSV and LBA, both of which strengthen this relationship. Ethnocentrism and materialism both moderate the direct effect of CRSC on LBPL and the relationship between CRSC and LBA, but do not moderate the LBSSV mediation effect. Research limitations/implications ¿ This research reframes CRSC from an abstract moral concept into an active driver of consumer choices that renders local brands more appealing, given their tangible, immediate benefits, particularly in emerging markets like Mexico, where sustainability consciousness is growing. Originality/value ¿ This study offers valuable insights, from a construal level perspective, into developing effective local brand marketing strategies targeting consumers with a strong sense of personal responsibility. The findings have practical implications for promoting local consumption and responsible consumer behavior in emerging economies and enhance our understanding of consumers' attitudes to and evaluations of local brands. © 2025 Carlos Agredano, M. Paz Toldos and Josep Rialp-Criado

publication date

  • January 1, 2025