The effect of perceived financial well-being on domestic product purchase during covid-19: moderating role of prosocial consumer ethnocentrism and income

Abstract

The aim of this study is to test whether the perceptions of consumers for the reduction in their financial well-being levels have an impact on domestic product purchase variable upon the prosocial ethnocentric tendencies and the moderation effect of the income level during the economic recession periods. Data collected from a sample of 513 people have been subjected to analysis. Results show that the reduced perceived financial well-being has directly significant impact on the domestic product purchase behavior. In addition; while prosocial consumer ethnocentrism does not have a significantly moderation effect on these two variables, income level has a significant moderation effect. This study is the first study of its kind conducted in Turkey during the periods in which economic recession has been experienced in Turkey in COVID-19 process in terms of these mentioned variables. Lowness of the sample magnitude could be shown as the limitation of the study. Future studies will also add local or international identity as a moderator variable to extend the model.