Actual Purchase Behaviour of Local Brand Antecedents in Yemen: Mediating Effect of Purchase Intention

It cannot be denied that purchase intention and actual purchase have been extensively studied by previous researchers. However, most of the studies related to actual purchase were undertaken in developed countries, and not much has been done in developing countries, such as Yemen. Empirical studies related to the actual purchase of local products in Yemen are limited. Therefore, this study attempts to examine the relationship between patriotism, trust, advertising, price, quality, masculine culture, family, government support and intention and their influence on actual purchase behaviour of consumers in Yemen. This research framework was built and tested based on the Theory of Planned Behaviour (TPB). In general, this study involved ten latent variables, eight exogeneous variables and two endogenous variables. The research instrument consisted of 78 items adapted from previous studies. Questionnaires were distributed to 1,000 respondents in 50 schools in Yemen. Of those, only 711 questionnaires were returned and could be used for analysis. Analysis was performed using SEM. The results show that intention, patriotism, quality and government support have positive and significant impact on actual purchase. It also shows that patriotism, masculine culture and family have a significantly positive effect on intention, whilst trust, advertising, price, masculine culture, and family do not have a significant effect on actual purchase. The findings of the study also show that purchase intentions have an intervening effect on the relationship between patriotism, masculine culture, and family with the actual purchase. In summary, the TPB is an appropriate basic theory as it can explain the relationship between the variables, whereby the constructed model has shown a good goodness-of-fit index. This study also discusses past empirical findings and practical implications and applications for Yemen, as well as the need to conduct further research related to actual purchase.