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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.

journal of international consumer marketing

Utilization of Theory of Planned Behavior to Predict Consumer Behavioral Intention toward “Buy-Local” Campaign: Do National Identity Expressions Matter?