The marketing literature shows that consumers evaluate and buy products based on the country of origin. The impact of the country of origin (COO) on consumers, especially college students who influence demand in global markets, is becoming increasingly important due to advances in information technology. There are studies that show that COO can directly affect purchase intent without mediator variables. However, this study shows that COO does not have a direct effect on purchase intent. COO can only affect the purchase intent of Japanese and Filipino consumers if perceived product quality is used as a mediator variable. In the case of Filipino consumers, COO can affect the purchase intent through self-expression, brand image, and perceived product quality. On the other hand, COO can affect the purchase intent of Japanese consumers if a sense of pride and perceived product quality are used as mediators. COO can affect the purchase intent of Filipino and Japanese consumers if product quality is used as a mediator.
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