What drives consumers to choose local brands in the beverage sector? The influence of brand awareness, authenticity, diagnosticity, and ethnocentrism

Purpose Grounded by the social identity and consumer ethnocentrism theories, this study explores the key drivers of consumer behaviour towards local brands within the hospitality industry. Specifically, it tests the relationship between brand awareness, authenticity, perceived diagnosticity, consumer ethnocentrism, and consumer behaviour, focusing on cafés in Oman. Design/methodology/approach A quantitative methodology was employed, with primary data gathered from customers at five different cafés across the country. Findings Through PLS-SEM analysis, the findings reveal that both brand awareness and authenticity significantly enhance perceived diagnosticity, which in turn affects consumer ethnocentrism and café-related behaviour. Additionally, brand awareness and authenticity directly contribute to positive consumer behaviour towards Omani coffee shops. While perceived diagnosticity is crucial in influencing ethnocentric behaviour, consumer ethnocentrism does not mediate the link between diagnosticity and consumer behaviour. Research limitations/implications Theoretically, this paper uncovers the key factors influencing consumer behaviour towards local brands in the hospitality industry by integrating social identity theory and consumer ethnocentrism theory. Additionally, it contributes to the existing body of literature on consumer behaviour within the hospitality context. Practical implications Practically, by offering insights into an under-researched market, the findings provide valuable guidance for hospitality businesses seeking to enhance customer appeal and loyalty, with clear implications for promoting local products in a competitive environment. Originality/value The present empirical work highlights a novel context and develops a structural model unpacking how brand awareness and authenticity affect consumer behaviour in Omani cafés. It sheds light on perceived diagnosticity and the mediating role of consumer ethnocentrism, revealing how cultural identity shapes choices in the beverage sector.