Non-Demographic versus Demographic Determinants of “Buy Domestic” Activities in Two Nations

Multiple regression analysis of survey data from the U.S. and Portugal demonstrates that certain demographics make a moderate contribution to explaining Buy Domestic behavior. However, explanation of these reported purchase-related activities is greatly increased by adding constructs suggested by helping research, based on the premise that some purchasers buy domestic products to help domestic workers whose jobs are threatened by imported products. For both nations, the results show Buy Domestic activities increase with purchasers' older age, greater perceived empathy regarding threatened workers, and greater exposure to social norms that support helping. For the U.S. only, Buy Domestic purchase also increases with female gender and decreases with higher perceived costs of helping. For Portugal only, it increases with greater perceived ability to help the workers and stronger solidarity with the national in-group. These findings hold important implications for Buy Domestic marketers.