Effetto Country of Origin: il ruolo delle Emozioni Morali.

The aim of the research is to analyze the role of three specific moral emotions (gratitude, disgust, and contempt) in explaining the country of origin effect on consumer buying behavior, taking into account also the influence of consumer ethnocentrism. The methodological approach involves using an experimental design. We follow the procedures suggested by Muller and colleagues (2005) in order to examine the role of moral emotions. Results show that gratitude, disgust, and contempt mediate the relationship between CO information – considering country of design (CD) and country of manufacture (CM) elements – and consumer buying behaviors, and these effects are moderatedby ethnocentrism.