| Summary: | Over the last three decades, the Malaysian government has undertaken a number of steps to ensure the competitiveness of its automotive industry and to stay up with worldwide advances in this sector. This study investigates the factors influencing consumer purchase behavior towards locally manufactured vehicles, specifically on Malaysians who own national cars, namely Proton and Perodua. Based on a causal research design, this study employed descriptive statistics and Partial Least Squares-Structural Equation Modelling (PLS-SEM) method. Findings from a survey of 281 respondents from different states in Malaysia showed partial support for the effect of country-of-origin, price-quality association, and value consciousness on attitude towards products and behavioral behavior. The findings suggest that it is crucial for practitioners to understand the impact of country-of-origin, price-quality association, value consciousness, and attitude towards products on behavioral intention, in the context of Malaysian perceptions towards Proton and Perodua cars. Thus, the outcome of this study helps to expand current knowledge on consumers purchase towards Proton and Perodua cars, and contributively effect of country-of-origin effects, price-quality association, and value consciousness on attitude towards products and purchase intention towards Proton and Perodua cars. © 2018 Malaysian Consumer and Family Economics Association (MACFEA).
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