Authors:
Deepti Bhadauria, Amitabha Maheshwari, Varun Yadav, Mansi Sharma

Addresses:
Department of Human Resources, Jiwaji University, Gwalior, Madhya Pradesh, India. Department of Commerce and Management, Shri Ram Institute of Information Technology, Banmore, Madhya Pradesh, India. Department of Marketing and Finance, Shri Ram Institute of Information Technology, Banmore, Madhya Pradesh, India. 

Abstract:

Consumer ethnocentrism (CE) and hostility (BL) toward Indian-made cosmetics are examined in this research, as is the mediating effect of product judgement (PJ) regarding Indian-made cosmetics. The researcher collected data using quantitative methods in this investigation. Purposive sampling was used to select 280 customers to participate in the research and conduct the online survey, which gathered the data in this case. The data were analysed, and the study's hypotheses were tested using SPSS 20 and AMOS 21. Because previous research has found a negative association between CE and BL, and no direct relationship between CE and BMI, this study's findings suggest a positive relationship between the two. According to the outcomes of the mediation, it is only playing a partial role in mediating this situation. India is the first to be studied for this purpose. CE, CA, and BI, and BL, then again, test PJ as a middle person without precedent for the terms of their relationship. The consequences of this examination may be helpful to both global and Indian beauty care products organisations. Moreover, it may provide support for business students and scholars to more readily appreciate and examine these elements in relation to non-industrial countries.

Keywords: Brand Image; Brand Loyalty; Consumer Ethnocentrism; Consumer Animosity; Product Judgment; Consumer Sentiments; Market Research; Purchasing Decisions; Product Preferences.

Received on: 01/06/2024, Revised on: 15/07/2024, Accepted on: 20/08/2024, Published on: 05/03/2025

DOI: 10.69888/FTSHS.2025.000390

FMDB Transactions on Sustainable Humanities and Society, 2025 Vol. 2 No. 1, Pages: 11-18

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