Iliana E. Aguilar-Rodríguez, Leopoldo G. Arias-Bolzmann, Carlos H. Artieda-Cajilema, Carlos Artieda-Acosta, Ana-Belen Tulcanaza-Prieto

• This study explores consumer ethnocentrism (CET), distinguishing between Hard Ethnocentrism (HET) and Soft Ethnocentrism (SET), and their impact on Purchase Intentions (PIN), with gender as a moderating variable. Data from 372 Latin American native consumers were collected via an electronic survey, and a Structural Equation Model (SEM) and Multigroup Analysis were conducted to test the hypotheses. The findings reveal that HET does not significantly influence PIN, while SET positively impacts it. Additionally, gender differences in ethnocentrism levels were identified. This study is the first to examine consumers who stay in their native countries rather than emigrate, offering novel insights into international marketing strategies. By aligning with the Theory of Planned Behavior (TPB), marketers can foster positive perceptions, eliminate perceived barriers, and create impactful, gender-sensitive campaigns that resonate, particularly with female audiences.