Country-of-origin image and consumer attitudes toward imported Products: An Empirical Investigation

This study examines the impact of the image of the country of origin on the attitudes of Ivorian consumers living in Abidjan, Côte d'Ivoire, towards imported products. Using a convenience sample and based on existing literature, cross-sectional data were collected from consumers in Abidjan, Côte d'Ivoire, through a self-administered questionnaire. The data were analyzed using structural equation modeling (SEM) and Smart-PLS software. The study results show that the image of the country of origin significantly affects attitudes towards imported products, but indirectly through the most important factor, perceived quality. However, consumer ethnocentrism failed to significantly moderate the relationship between country-of-origin image and attitudes, suggesting that country preference has a weak influence in this context. This study highlights the strategic importance of country-of-origin image and perceived quality in purchase decisions. This study also discusses its theoretical and practical implications, limitations of the study, and future research directions.