Perceived Risk as a Factor in Buying Foreign Clothes

The notion of perceived risk as an influence on consumer behaviour and the influence of knowledge of country of origin on the decision process have been well documented. Little research, however, has investigated the nature of risk associated with foreign products. This study uses Bettman's concept of inherent/handled risk to isolate the risk attributable to specific countries and relates the risk to willingness to buy clothing from the countries and the importance of the country of origin in the decision process.