Consumer intention to buy products from a country in war zone

This study investigates the influence of country-of-origin (COO) and product congruence on consumer purchase intentions, focusing on products from countries involved in conflicts or wars. Through a series of experimental studies, the research examines consumer behavior in scenarios comparing aggressor versus defended countries, as well as war-torn versus stable countries. The findings reveal that consumers exhibit a strong preference for products from defended and stable countries. Furthermore, product congruence significantly enhances purchase intentions, emphasizing the importance of aligning product attributes with the expertise associatedwith its origin. The study provides valuable insights for marketers in crafting strategies that address consumer sensitivities to conflict and ethical concerns, while also contributing to academic discussions on the evolving complexities of consumer decision-making in politically charged contexts. These findings have implications for global business strategies and ethical marketing practices.