International Students’ Nostalgic Behaviour towards the Purchase of Products and Services

The literature has highlighted that international students abroad exhibit a strong preference for products from their country compared with foreign and services, thus suggesting the cultural disposition of consumers influences purchasing decisions. Therefore, this current research aimed to determine how feeling groundedness could affect students’ behavior in Malaysia through services. To end, quantitative data were collected at University Malaya Utara then analyzed using structural equation model (SEM). findings consumer was influenced by “feeling groundedness”. This suggested services are valued universities because ability evoke groundedness. theoretical contributions study, particularly literature, extensive, including it highlights influence on consumers’ behavior. marketing implications also valuable businesses targeting students.