Research Article
Ethiopian Consumer’s Behavior towards Purchasing Locally Produced Apparel Products: An Extended Model of the Theory of Planned Behavior
Table 5
Direct and indirect effects of the variables.
| | | PBC | Product attribute | Attitude | SN | CE | CPI |
| | Standardized direct effects | | Consumers’ purchasing intention | 0.282 | 0.349 | 0.619 | 0.174 | 0.326 | 0.000 | | Consumers’ purchasing behavior | 0.165 | 0.000 | 0.000 | 0.000 | 0.000 | 0.386 | | Standardized indirect effects | | Consumers’ purchasing intention | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | | Consumers’ purchasing behavior | 0.109 | 0.188 | 0.236 | 0.067 | 0.113 | 0.000 |
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SN, subjective norms; PBC, perceived behavioral control; CPI, consumer purchasing intention; CPB, consumer purchasing behavior; CE, consumer ethnocentrism.
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