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The Role of Perceived Behavioural Control in Shaping Purchase Intention: A Mediating Effect of Consumer Centrism

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  • Nurul Azrin Ariffin

    (Faculty of Business and Management, Universiti Teknologi MARA, Philippines, Algeria)

Abstract

This study examines the influence of perceived behavioural control on purchase intention, with a focus on mediating role of consumer centrism (comprises of ethnocentrism and cosmopolitanism). A quantitative approach was employed, utilizing a purposive sampling method to collect data from 260 respondents. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results revealed significant positive relationships between perceived behavioural control (PBC) and purchase intention (INT). furthermore, consumer centrism (CONCEN) was found to mediate the relationship between PBC and INT. these findings provide new insights into the role of cultural values in consumer behaviour, contributing to the existing literature on consumer decision-making processes. The study highlights the importance of integrating both individual perceptions of control and social identity in marketing strategies which contributes to the literature by demonstrating the importance of understanding social identity in shaping consumer behaviour, particularly in the context of emerging economies. The implication of these results is particularly relevant for marketers seeking to enhance consumer loyalty and purchase intentions in domestic product markets, emphasizing the role of group membership in fostering sustainable purchasing behaviours. This research is novel in its exploration of the interaction between PBC and social identity tendencies within the framework of purchase behaviour, offering a fresh perspective on global consumer behaviour.

Suggested Citation

  • Nurul Azrin Ariffin, 2025. "The Role of Perceived Behavioural Control in Shaping Purchase Intention: A Mediating Effect of Consumer Centrism," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3s), pages 2164-2174, March.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:3s:p:2164-2174
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    References listed on IDEAS

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    1. Diamantopoulos, Adamantios & Davydova, Olga & Arslanagic-Kalajdzic, Maja, 2019. "Modeling the role of consumer xenocentrism in impacting preferences for domestic and foreign brands: A mediation analysis," Journal of Business Research, Elsevier, vol. 104(C), pages 587-596.
    2. Rohm, Andrew J. & Gao, Tao (Tony) & Sultan, Fareena & Pagani, Margherita, 2012. "Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing," Business Horizons, Elsevier, vol. 55(5), pages 485-493.
    3. Andrew J. Rohm & Tao Tony Gao & Fareena Sultan & Margherita Pagani, 2012. "Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing," Post-Print hal-02313089, HAL.
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