Abstract

The spread of COVID-19 has caused various problems worldwide. The “buy-local” campaign is one of the strategies carried out by both the government and civilians to deal with these problems by campaigning for the importance of supporting and buying local products. Therefore, this study aims to investigate the mechanisms underlying participation intention in the “buy-local” campaign by applying the theory of planned behavior and national identity expressions. Empirical data were collected through self-administered online questionnaires and managed to collect 414 responses. The results indicated that five of the six hypotheses are supported. Patriotism and ethnocentrism positively influence attitudes toward the “buy-local” campaign. Meanwhile, nationalism was found to have no effect on attitudes toward the “buy-local” campaign. Also, factors such as attitude toward the “buy-local” campaign, subjective norms, and perceived behavioral control positively affect participation intentions in the “buy-local” campaign. The findings provide fresh theoretical and practical implications.

摘要

COVID-19 的传播在世界范围内引起了各种问题。“购买本地产品”运动是政府和民间通过宣传支持和购买本地产品的重要性来应对这些问题的策略之一。因此，本研究旨在通过应用计划行为理论和国家认同表达来研究“购买本地”活动中参与意愿的潜在机制。实证数据是通过自我管理的在线问卷收集的，并设法收集了 414 份答复。结果表明，六个假设中有五个得到支持。爱国主义和民族中心主义积极影响人们对“本地购买”运动的态度。与此同时，民族主义被发现对“购买本地”运动的态度没有影响。还，对“购买本地”活动的态度、主观规范和感知行为控制等因素对“购买本地”活动的参与意愿产生积极影响。这些发现提供了新的理论和实践意义。