Norms, Attitudes, and the Foreign Allure: Unpacking Malaysian Purchase Intentions

This study examines the antecedents influencing the purchase intention of foreign made hygiene products among consumers in Malaysia using a quantitative approach. A survey of 356 respondents was conducted to examine the relationships between Theory of Reasoned Action (TRA) antecedents, such as Attitude (ATT) and Subjective Norm (SN), on Purchase Intention (INT), with Consumer Centrism (CONCEN) as the mediating variable. Data analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed that ATT has a significant positive effect on INT, while SN showed no significant influence. CONCEN significantly mediated the relationship between ATT and INT but did not mediate between SN and INT. This study uniquely integrates Social Identity Theory (SIT) with TRA to provide deeper insights into how social identity shapes purchase intention, an area previously underexplored in consumer behaviour research. The findings contribute to the literature by offering a more comprehensive understanding of the psychological and social factors driving purchase decisions in the hygiene products market. Practical implications are offered for policymakers, businesses, and marketers, emphasizing the importance of enhancing consumer attitudes to foster greater purchase intentions in Malaysia’s dynamic market environment.