Various constituencies concerned about national competitiveness and economic leadership launch and fund campaigns to promote the purchase of domestic products at home and abroad. Despite the widespread use of these marketing programs, little is known about what may cause these programs to be more successful with some market segments more than others. This paper reports research that examines demographic market segments that have greater levels of altruism as measured by consumer ethnocentrism, cognitive moral development, and prosocial behavior. In addition, the buyer behavior of those segments is examined in the context of their purchase of domestic compared to foreign products. Market segments are suggested that may be more likely to respond to buy-national programs and guidelines for policy makers and for the managers of global products are presented. © Copyright (c) by The Haworth Press, Inc. All rights reserved.
