Determining the Antecedents of Actual Purchase of Local Product Brand in Yemen

This study is meant to examine the relationships of several antecedents of actual purchase of local products in Yemen. Actual purchase is considered a vital link to a business success. The study identified four antecedents of consumer actual purchase. Namely; patriotism, quality, masculinity culture and government support. A total of 287 respondents (about 70%) completed and returned the questionnaire. A seven point liker scale was used to measure responses. The data were analysed using Structural equation modelling (SEM), using AMOS version 16. Confirmatory factor analysis of measurement models indicates adequate goodness of fit after a few items were eliminated through modification indices verifications. Goodness of fit indices of the revised structural model show adequate fit. The goodness of fit indices of the revised model indicate adequate fit (GFI=.967, RMSEA=.034, RATIO CMIN/DF=1.327, P-VALUE=.061). The regression parameter estimates of three variables are found to be significant at 5% level of significance. Contrary to our expectation, the mediating role of intention to actual purchase could not be established in this study. The findings are discussed in the context of actual and intend purchase of local brands in Yemen.