Businesses and policymakers must recognize the significance of understanding how consumers evaluate and choose between locally produced products and foreign products in the era of globalization and increased trade. This is especially critical in Saudi Arabia, with a growing interest in promoting local industries and businesses. The study aims to bridge the gap in the literature by exploring Saudi consumers’ attitudes towards Saudi-made products and foreign products and identifying the factors influencing their decision-making processes when choosing between them. The study employs a quantitative approach, collecting data from 319 respondents in Saudi Arabia and analysing it using SPSS software. The study’s findings are of utmost importance, as they have the potential to inform businesses and policymakers on developing effective strategies that cater to Saudi consumers’ attitudes and preferences towards locally produced and foreign products. By understanding the factors that drive Saudi consumers’ purchasing decisions, businesses and policymakers can promote locally produced goods’ consumption and support local industries’ growth. The study’s findings can also contribute to the existing literature on consumer behaviour in Saudi Arabia and enhance our understanding of how culture and national identity shape consumption patterns. Moreover, businesses can leverage the study’s findings to understand diverse consumer behaviours and develop tailored marketing strategies that appeal to Saudi consumers’ values and preferences, particularly concerning their nationalistic culture and attitudes towards Saudi-made products. By aligning their marketing strategies with Saudi consumers’ attitudes and preferences, businesses can gain a competitive edge and increase their market share.
