DOI: https://doi.org/10.3126/idjina.v2i2.59501 IDJINA (2023) Interdisciplinary Journal of Innovation in Nepalese Academia Volume 2 Issue 2, October 2023 Article Type: Research Article Nexus Between Consumer Ethnocentrism and Purchase Intentions Dipendra Karki 1* , Upashan Khadka 2 1 Nepal Commerce Campus, Tribhuvan University, Kathmandu, Nepal 2 School of Management, Tribhuvan University, Kiritipur, Nepal Received: 14 August 2023; Accepted: 08 October 2023; Published: 8 November 2023 *Corresponding email: dipendra.karki@ncc.tu.edu.np ISSN: 2976-1204 (Print), 2976 – 131X (Online) Copyright © 2023 by authors and Interdisciplinary Journal of Innovation in Nepalese Academia. The articles in IDJINA are licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. This license allows reusers to copy and distribute the material in any medium or format in unadapted form only, for non-commercial purposes only, and only so long as attribution is given to the creator. Abstract The purpose of this study is to analyze the impact of Consumer Ethnocentrism (CE) on the purchase intention of fast-moving consumer goods (FMCG) in Kathmandu. The study involves the administration of a structured, close- ended questionnaire to 324 FMCG consumers aged between 13 and 65 residing in Kathmandu. The results indicate that consumer ethnocentrism and country-of-origin information significantly affect consumers' intentions to purchase foreign FMCG products by influencing their attitudes. The analysis of the Consumer Ethnocentrism Tendencies Scale (CETSCALE) and the results of partial least squares structural equation modeling (PL-SEM) reveal that FMCG consumers in Kathmandu tend to exhibit ethnocentric tendencies, prioritizing domestically made products and being mindful of the economic implications of relying on imports. Notably, young adults, particularly those with lower income levels, hold stronger ethnocentric beliefs than others. Additionally, the study finds that FMCG consumers actively seek for information about the country of origin with females displaying a higher likelihood of seeking such details than males. Moreover, consumer ethnocentrism and country-of-origin information jointly influence purchase intentions for foreign FMCG products through their distinct effects on consumers' attitudes towards foreign FMCG brands. These findings have significant implications for FMCG businesses and researchers interested in understanding consumer behavior dynamics in the market. Keywords: fast moving consumer goods, consumer behavior, attitudes, brands, values