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The literature has highlighted that international students abroad exhibit a strong preference for products from their country compared with foreign products and services, thus suggesting that the cultural disposition of consumers influences their purchasing decisions. Therefore, this current research aimed to determine how the feeling of groundedness could affect international students’ purchasing behavior in Malaysia through cultural products and services. To this end, quantitative data were collected from international students at the University of Malaya and the University Utara Malaysia and then analyzed using a structural equation model (SEM). The findings of this research highlighted that consumer behavior was influenced by a “feeling of groundedness”. This suggested that cultural services and products are valued by international students in foreign universities because of their ability to evoke a feeling of groundedness. The theoretical contributions of this study, particularly to the consumer behavior literature, are extensive, including how it highlights the influence of the feeling of groundedness on international consumers’ purchasing behavior. The marketing implications of this research are also valuable for businesses targeting international students.
Hua et al. (2023) studied this question.