Resumen

PISANI, Michael J.; CACERES-ZARATE, Alcides G.; TELLO, José Carlos  y  BECKER, Silvio Eduardo. Consumer ethnocentrism in Paraguay and the willingness of Paraguayan consumers to buy Paraguayan-made products in 2022. Poblac.Desarro. [online]. 2025, vol.31, n.60, pp.5-16. ISSN 2076-0531.  https://doi.org/10.18004/pdfce/2076-054x/2025.031.60.005.

In this paper, we explore and model how three consumer attitudes and beliefs-consumer ethnocentrism, consumer localism, and consumer product judgment-impact Paraguayan consumers’ willingness to purchase Paraguayan products. Through a purposive survey of 396 Paraguayan middle- and upper-class consumers during the first half of 2022, we find evidence that higher levels of consumer ethnocentrism increase the willingness of Paraguayan consumers to Paraguayan-made products. We find that consumer localism and consumer product judgment moderate the consumer ethnocentric link to Paraguayan purchase intentions, but not as expected (i.e., higher levels of localism and local product judgment reduce local product purchase intentions).

Palabras clave : consumer ethnocentrism; consumer localism; product judgment; Paraguay.

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