Unearthing The Contribution of Ethical Orientation and Marketing Strategies in Catalyzing Usage of Locally Made Products: Insights from Sub-Saharan Africa

Abstract

The purpose of this study is to unearth the contribution of ethical orientation and marketing strategies in catalyzing the usage of locally made products using empirical evidence from Sub-Saharan Africa. This study adopted a cross-sectional and quantitative approach. A self-administered questionnaire was used to collect data from a sample of 165 manufacturing firms in Uganda, and Smart PLS software supported data analysis. Study results indicate that the ethical orientation and marketing strategies of local firms positively and significantly contribute to the usage of locally made products. Marketing strategies provide a conduit through which the ethical orientation of firms affects consumer usage of locally manufactured products. While several studies have been conducted on product usage, this study provides initial empirical evidence on the mediating effect of marketing strategies in the association between ethical orientation and the usage of locally manufactured products from Sub-Saharan Africa.