Syrian consumers’ preferences toward domestic products: Consumer ethnocentrism, attitudes, intentions, and behavior. 

<div> This study aimed to investigate Syrian consumers' preferences for domestic products (Al-Sulaiti&nbsp; </div> <div> 1997, Al-Sulaiti and Fontenot, 2004b), and to explore the extent of Syrian consumer ethnocentrism&nbsp; </div> <div> (Bukhari et al., 2024, Sattar et al., 2024; Al-Sulaiti and Fontenot 2020) by relying on the TPB model&nbsp; </div> <div> (Ajzen,1985). “The Theory of Planning Behaviour” (Al-Sulaiti, 2007, Al-Sulaiti and Al-Sulaiti, </div> <div> 2023), in addition to identifying the most important factors affecting the purchase of local products&nbsp; </div> <div> (Carneiro et al., 2022). The current study adapts an extended proposed model of TPB, where subjective norm, attitude, and perceived behavioural act as mediators between the intention to buy </div> <div> domestic products and consumer ethnocentrism (Al-Sulaiti and Baker 1997, Al-Sulaiti and Fontenot </div> <div> 2004a). A previous study (Miguel et al., 2022) has suggested three aforementioned components as </div> <div> mediating variables in the relationship between ethnocentrism and intention to buy domestic products </div> <div> (Al‐Sulaiti and Baker, 1998, Abbas, Al-Sulaiti, &amp; Al-Sulaiti, 2023). However, Miguel et al. (2022) </div> <div> did not study all elements of TPB as the behaviour was excluded. Another study Miftari et al. (2021) </div> <div> studies attitude and perceived behavioural control as mediators of the relationship between the </div> <div> intention to buy domestically and consumer ethnocentrism. Studies (Manalu &amp; Adzimatinur, 2020; </div> <div> Maksan, 2019) focus on attitude as a mediator of the relationship between the intention to buy </div> <div> domestically and consumer ethnocentrism in the context of the TPB model. </div> <div> A new external variable was added to the extended TPB model: the positive electronic word of mouth </div> <div> about domestic products (Positive e-WOM). The present study suggests a positive e-WOM effect on </div> <div> consumer ethnocentrism based on a study that argued the relationship between e-WOM and </div> <div> ethnocentrism (Sun et al., 2021). On another level, there is a study that argues the effect of positive e- </div> <div> WOM on attitudes to buying electronic products (Baber et al., 2016). Still, our study is the first one to </div> <div> argue positive electronic word of mouth about domestic products on attitudestoward domestic products. </div> <div> In addition, the current study measured the factors influencing Syrian consumers' preferences for </div> <div> domestic products; respondents were asked to classify five factors according to their importance when </div> <div> purchasing local products (quality, price, availability, familiarity, and connection to Syrian traditions). </div>