“Buy domestic” promotions in various countries often urge citizens to help domestic workers whose jobs are threatened by imports. To explain why purchasers might engage in buy domestic purchase activities, the authors develop and test a model that features six explanatory constructs drawn from previous behavioral research about why people help distressed victims. The authors use multiple-group structural equation analysis of survey data from Portugal and the United States to test the model. The results strongly support the model and are quite consistent for both nations. In both nations, supportive purchase-related behavior increases as purchasers feel competent to help; believe that the threat from imports is salient; perceive social influences that support helping; hold values that derogate foreigners but support domestic citizens; and, for the United States only, perceive lower personal costs of helping. These findings suggest implications for buy domestic promotions.
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