ESP-3603

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2025-08-15

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Vol. 10 No. 8 (2025): Published

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Research Articles

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Copyright (c) 2025 Qasim Ali, Sang-Kuck Chung, Nargis Dewan

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How to Cite

Qasim Ali, Sang-Kuck Chung, & Nargis Dewan. (2025). Influence of country of origin, ethnocentrism and perceived quality on purchase intentions of Korean beauty products in Pakistan. Environment and Social Psychology, 10(8), ESP-3603. https://doi.org/10.59429/esp.v10i8.3603

Influence of country of origin, ethnocentrism and perceived quality on purchase intentions of Korean beauty products in Pakistan

Qasim Ali

Department of International Trade, Inje University, Inje-ro, Gimhae-si, Gyeongsangnam-do, 50834, Republic of Korea

Sang-Kuck Chung

Department of Management, Inje University, Inje-ro, Gimhae-si, Gyeongsangnam-do, 50834, Republic of  Korea

Nargis Dewan

Department of Business Administration, Inje University, Inje-ro, Gimhae-si, Gyeongsangnam-do, 50834, Republic of Korea


DOI: https://doi.org/10.59429/esp.v10i8.3603


Keywords: Country of origin; purchasing intention; perceived quality; consumer ethnocentrism

Abstract

The study aimed to analyze the impact of country of origin, consumer ethnocentrism, and perceived quality on purchase intentions of Korean beauty products among Pakistani consumers, where K-beauty has become increasingly popular. Extrinsic cues, especially country of origin (COO) significantly influence purchase intention (PI) and Perceived quality (PQ) acts as a mediating factor that causes COO's effect on PI. Whereas consumer ethnocentrism (CE) indicates an attitudinal opposition to foreign products. Results from PLS-SEM analysis indicate that COO (β = 0.25, p < 0.001) significantly impact PI while PQ serves as a partial mediator (β = 0.54, p <0.001) in the relationship between COO and PI. CE has no significant effect(β = - 0.115, p = 0.368). The findings indicate a tendency of reverse ethnocentrism and offer consequences for marketers aiming at culturally varied markets. The paper addresses the limitations and proposes recommendations for further research.

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