Buying local: how functional values, social identity and gender shape consumer preferences in developed and emerging markets

Purpose This study develops and tests an integrated framework combining consumption value theory (focusing on perceived quality and perceived price) and social identity theory (addressing consumer ethnocentrism and patriotism), complemented by gender schema theory to capture gender-based differences. It examines how these values shape consumers’ local brand preference across emerging and developed markets, reflecting both functional and identity-driven motives. Design/methodology/approach Data were collected from 413 consumers in Saudi Arabia and 488 in the Netherlands. Structural equation modelling tested the hypothesized relationships, while multi-group analysis explored gender differences. Necessary condition analysis identified indispensable value-based drivers of purchase intention, leading to high willingness to buy local brands. Findings Perceived quality consistently drives willingness to buy local brands in both markets, while perceived price is more influential in Saudi Arabia. Consumer ethnocentrism and patriotism enhance willingness to buy local brands across contexts, with stronger effects in the emerging market. Gender moderates these pathways: in Saudi Arabia, men respond more strongly to price, while women emphasize patriotism; in the Netherlands, men are more influenced by ethnocentrism, whereas women prioritize perceived quality. Necessity analysis reveals that no single factor is sufficient alone; functional and social values jointly form critical thresholds for high willingness to buy. Originality/value By integrating consumption value and identity perspectives, this study advances international marketing theory and practice. It extends consumption value theory with social identity insights, reveals cross-market and gender differences and demonstrates the necessity of key values for promoting local brands in culturally diverse contexts.