Mediating Role of Online Trust Between Consumer Ethnocentrism and Online Purchasing Behaviour: Evidence from Uttarakhand

Abstract

The growth of e-commerce in India has intensified scholarly interest in understanding cultural and psychological factors influencing online purchasing behaviour. Consumer ethnocentrism has been identified as a significant barrier to online consumption, particularly in culturally rooted regions. Simultaneously, online trust plays a critical role in reducing perceived risk and facilitating digital transactions. This study adopts a secondary-data-based research design to examine the mediating role of online trust between consumer ethnocentrism and online purchasing behaviour, with contextual relevance to Uttarakhand. Using a systematic review of existing empirical studies, government reports, and industry datasets, the study synthesizes evidence to develop a conceptual mediation framework. Findings suggest that while consumer ethnocentrism negatively influences online purchasing behaviour, online trust consistently acts as a mitigating mechanism, encouraging consumer participation in e-commerce. The study contributes theoretically by consolidating fragmented literature and practically by offering policy and managerial insights for digitally emerging regions.