Living Local : the impact of quality-of-life and ethnocentrism on consumer responsibility for sustainable consumption and local brands

Abstract

This study, grounded in consumer culture theory, examines how quality-of-life, consumer responsibility for sustainable consumption, and ethnocentrism influence local brand preference. Moving beyond national wealth metrics, it explores regional disparities in quality-of-life using a representative sample of 2589 Spanish consumers and official quality-of-life indicators. A hierarchical cluster analysis grouped regions by quality-of-life, and structural equation modeling tested the proposed relationships. Results reveal that the effect of consumer responsibility for sustainable consumption on local brand preference varies by regional quality-of-life-factors like safety strengthen local brand preference, while access to broader resources may reduce reliance on local options. Ethnocentrism amplifies local brand preference, particularly in lower-quality-of-life regions where supporting local brands reinforces community identity. These findings underscore the need for localized marketing and policy strategies that not only address consumer preferences at a national level but also consider regional variations in quality-of-life and cultural identity, thereby enabling more effective, context-sensitive interventions.