2026-04-13T02:59:56Zhttps://recercat.cat/oai/request

oai:recercat.cat:2072/4885562025-11-07T13:55:59Zcom_2072_98col_2072_378192

00925njm 22002777a 4500 dc López Belbeze, Ma. Pilar author Rialp Criado, Josep author Vaziri, Maryam author 2025 This study, grounded in consumer culture theory, examines how quality-of-life, consumer responsibility for sustainable consumption, and ethnocentrism influence local brand preference. Moving beyond national wealth metrics, it explores regional disparities in quality-of-life using a representative sample of 2589 Spanish consumers and official quality-of-life indicators. A hierarchical cluster analysis grouped regions by quality-of-life, and structural equation modeling tested the proposed relationships. Results reveal that the effect of consumer responsibility for sustainable consumption on local brand preference varies by regional quality-of-life-factors like safety strengthen local brand preference, while access to broader resources may reduce reliance on local options. Ethnocentrism amplifies local brand preference, particularly in lower-quality-of-life regions where supporting local brands reinforces community identity. These findings underscore the need for localized marketing and policy strategies that not only address consumer preferences at a national level but also consider regional variations in quality-of-life and cultural identity, thereby enabling more effective, context-sensitive interventions. http://hdl.handle.net/2072/488556 Consumer culture theory Consumer responsibility for sustainable consumption Ethnocentrism Local brand preferences Quality-of-life Regional disparities Living Local : the impact of quality-of-life and ethnocentrism on consumer responsibility for sustainable consumption and local brands