Abstract: Background: Consumer ethnocentrism has featured in marketing literature for quite some time and has been described as a positive attitude toward the domestic country, which questions the appropriateness and morality of purchasing foreign made products. The influence of consumer ethnocentrism on consumer attitudes, intentions and actions is well established however not many studies have been conducted to underpin the mediation of ethnocentrism on Social Psychological Antecedents. The objectives includes to determine whether ethnocentrism mediates the effect of patriotism; cosmopolitanism; conservatism; collectivism; conspicuous consumption on baker's purchase intention of flour......
Keywords: Ethnocentrism; Cosmopolitanism; Conservatism; Collectivism; Conspicuous Consumption Purchase Intention;
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