Factors influencing the purchasing intentions of young ethiopian consumers toward locally made fashion apparel

In developing countries, the purchasing practices of consumers for local products are expected to be low for several reasons. Identifying the factors hindering consumers from buying locally made products is highly beneficial to domestic manufacturers serving the local market. The main purpose of this study was to identify and structure the factors negatively affecting the purchasing intentions of young Ethiopian consumers toward locally made fashion apparel. A self-administered closed-ended questionnaire was used to collect primary data from 225 young consumers. Ordered logit regression model was used to examine the effect of consumer ethnocentric tendency (CET) and attitude toward locally made fashion apparel (ATLFA) on purchasing intention (PI). Furthermore, factor analysis based on principal components was used to structure other factors affecting purchasing intention. The results showed that only locally made T-shirts were frequently purchased, while other locally made textile and apparel products were bought quite less frequently by most of the respondents. Regression analysis showed that CET and ATLFA are statistically significant predictors of purchasing intention. Comparatively, ATLFA had a stronger effect. Thus, CET and ATLFA were not found to have a hindering effect on purchasing intention. Principal component analysis depicted 10 factors, among which, limited garment choices in item and function, limited promotion, and external influences were found to have a high negative impact. The findings brought insights into how domestic apparel manufacturing firms in Ethiopia could attract customers in the local market.