The Conditional Role of Country of Origin in Business-to-Business Markets: A Systematic Review of Mechanisms, Boundary Conditions, and Value Implications

Suharno Suharno; Fulgentius Danardana Murwani; Timotius Febry Christian

doi:10.59261/inkubis.v8i3.443

Authors

Suharno Suharno Universitas Ciputra
Fulgentius Danardana Murwani Universitas Ciputra
Timotius Febry Christian Universitas Ciputra

DOI:

https://doi.org/10.59261/inkubis.v8i3.443

Keywords:

country of origin, business-to-business marketing, organizational buying, perceived value, willingness to pay, systematic literature review

Abstract

Background: Country of origin has been widely examined in marketing research; however, most studies focus on individual consumers rather than organizations involved in business-to-business (B2B) purchasing. Existing reviews indicate fragmented evidence regarding how country-of-origin perceptions influence organizational buying, particularly concerning underlying mechanisms, boundary conditions, and value outcomes. This gap becomes increasingly relevant amid policy discussions on local content requirements, where origin perception has strategic implications beyond administrative compliance.

Objective: This study aims to examine how and under what conditions country-of-origin perceptions influence purchasing decisions in B2B markets and to identify the mechanisms through which these effects occur.

Methods: Following the PRISMA protocol, this systematic review analyzed peer-reviewed English-language empirical and conceptual studies retrieved from Scopus and Web of Science, with the final search conducted in October 2024. From 545 identified records, 38 studies met the inclusion criteria after screening and eligibility assessment. The selected studies were analyzed using thematic synthesis.

Results: The findings reveal that country-of-origin perceptions influence B2B purchasing through conditional mechanisms rather than direct effects. They primarily serve as quality and risk signals that shape perceived value, supplier evaluation, trust, and relationship quality. The influence varies depending on buyer expertise, product complexity, purchase importance, information availability, and decision-making roles within buying centers. However, willingness to pay remains underexplored.

Conclusion: This review advances understanding of B2B country-of-origin research by presenting a value-based perspective and providing a foundation for future studies on local content policies, where origin functions as a strategic market signal.

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