2026-04-17T02:23:02Zhttps://recercat.cat/oai/request
oai:recercat.cat:2072/4885562025-11-07T13:55:59Zcom_2072_98col_2072_378192
RECERCAT author López Belbeze, Ma. Pilar author Rialp Criado, Josep author Vaziri, Maryam 2025-11-07T13:55:59Z 2025-11-07T13:55:59Z 2025 http://hdl.handle.net/2072/488556 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. open access Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades. https://creativecommons.org/licenses/by-nc-nd/4.0/ 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 Article