DOES COUNTRY OF ORIGIN OF INGREDIENT-PRODUCT MATTER? A STUDY OF HOST-PRODUCT PURCHASE INTENTION

Abstract

Purpose of the study: This study aimed to analyze how the country of origin of ingredient products may influence host-product purchase intention. Methodology: This study aimed to analyze how the country of origin of the ingredient product may influence host-product purchase intention. It was an experimental research with between-subject 2 (country of origin from host product; favorable, unfavorable) and within-subject of two product types (high-involvement, low involvement). The participants were undergraduate students who took Management studies. The evaluation of participants was through questionnaires. Result: The result found that country of origin of ingredient product merely influenced the purchase intention of host products with high-involvement, while low-involvement products and the other variables such as brand probably had higher contributions. Implications: Companies can consider the country of origin of the suppliers of ingredient products and communicate the country of origin of the ingredient products to consumers. Novelty: This study provides new insight into product ingredient research, specifically the influence of the country of origin of the product ingredient on the purchase intention of the host product. Moreover, this research also considers product involvement in experiments.