Consumer ethnocentrism (CET), healthiness perception and health consciousness have been extensively researched in regard to consumer food choices. Literature on domestic food choices provides evidence that CET positively affects consumer preferences toward domestic food. However, the effect of health consciousness on domestic food choices has not yet received a ention. Our online study (N=227, convenience sample from Lithuanian population) closes this gap by showing that health consciousness is an important individual trait in domestic food choices beyond consumer ethnocentrism and represents the first study to analyze CET in light of food healthiness perception. All constructs were measured using established self-report scales. Empirical results obtained through structural equation modelling show that (1) health consciousness increases healthiness perception and willingness to buy domestic food. Moreover, (2) health consciousness is an important individual trait in domestic food choices beyond CET; (3) healthiness perception of domestic food has an impact on consumer purchase decisions; (4) CET has a positive impact on domestic food healthiness perception. The study provides managerial implications for domestic and foreign producers.

中文翻译：

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它是国内的，必须健康：健康意识和消费者民族中心主义如何影响家庭食品的健康感知和购买意愿

消费者民族中心主义（CET），健康感知和健康意识已在消费者食品选择方面进行了广泛的研究。有关家庭食物选择的文献提供了证据，证明欧洲中部教育对消费者对家庭食物的偏好产生了积极影响。但是，健康意识对家庭食物选择的影响尚未受到重视。我们的在线研究（N = 227，来自立陶宛人口的便利性样本）通过显示健康意识是超越消费者民族中心主义的国内食品选择中的重要个人特征，缩小了这一差距，并且代表了根据食品健康感知对CET进行的第一项研究。使用已建立的自我报告量表测量所有构建体。通过结构方程模型获得的经验结果表明：（1）健康意识提高了健康意识和购买家庭食品的意愿。此外，（2）健康意识是除CET外其他家庭食物选择中的重要个人特征；（3）对家用食品的健康认知会影响消费者的购买决定；（4）CET对家庭食品健康认知有积极影响。该研究为国内外生产者提供了管理上的启示。