*Article* **Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic**

**Luis José Camacho 1,\*, Patricio Esteban Ramírez-Correa 2,\* and Cristian Salazar-Concha 3,\***


**Abstract:** Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemics. Data was collected from 294 online purchasers, and the analysis was conducted utilizing a Partial Least Squares Structural Equation Modeling approach. The results indicate no significant impact on the relationship between the planned online purchase behavior and the country of origin when consumers face a health crisis. Additionally, the outcomes show that attitude toward online shopping positively affects online purchase behavior.

**Keywords:** ethnocentrism; country of origin; internet purchasing behavior; PLS-SEM; COVID-19

**Citation:** Camacho, L.J.;

Ramírez-Correa, P.E.; Salazar-Concha, C. Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic. *Sustainability* **2022**, *14*, 348. https://doi.org/ 10.3390/su14010348

Academic Editors: María del Carmen Valls Martínez, José-María Montero and Pedro Antonio Martín Cervantes

Received: 15 November 2021 Accepted: 26 December 2021 Published: 29 December 2021

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