Journal of Management Research ISSN 1941-899X 2015, Vol. 7, No. 2 www.macrothink.org/jmr 304 Migrant Consumers’ Attitudes towards Homeland Products Siti Z. Sahak (Corresponding author) Arshad Ayub Graduate Business School, Universiti Teknologi MARA 40450 Shah Alam, Malaysia Tel: 60-3-554-4717 E-mail: sitiza344@salam.uitm.edu.my Andrew J. Newman Sheffield Hallam Business School, Sheffield Hallam University Sheffield S1 1WB, United Kingdom E-mail: a.newman@shu.ac.uk Mirella Yani-de-Soriano Cardiff Business School, Cardiff University Aberconway Building, Cardiff, CF10 3EU, United Kingdom E-mail: yani-de-sorianoM@cardiff.ac.uk Received: September11, 2014 Accepted: November 29, 2014 Published: February 1, 2015 doi:10.5296/jmr.v7i2.6955 URL: http://dx.doi.org/10.5296/jmr.v7i2.6955 Abstract This work investigates the determinant factors of migrant consumers’ willingness to buy products originate from their home country. The unit of analysis in this study was Malaysian migrants in the UK and the analysis was based on 330 usable data gathered through an online survey. The results indicate that the migrants’ willingness to buy their homeland products was significantly and positively influenced by the migrants’ levels of national identity. This finding suggests that the stronger the migrant consumers’ association to their origin identity, the higher their willingness to purchase homeland products. The study provides a support that the migrant consumers’ positive attitudes towards homeland products were not determined by the migrants’ degree of ethnocentrism. The present study has implications for consumer