The study is purposed to understand the effect of nostalgia, emotions and consumer ethnocentrism among migrant workers in Taiwan. It also explain the relationship among nostalgia, emotions. Consumer ethnocentrism and theory of planned behavior on purchasing product. In addition, this study investigates the impact of three major components of theory of planned behavior: attitude toward product, subjective norm and perceived behavioral control on consumers’ purchase intention.
This study surveyed and collected 302 questionnaires. Eight hypotheses are developed and tested with data from scenario-based questionnaires. In addition, structural equation modeling was used to examine the hypotheses testing and fit measurements of research models.
The results indicate that nostalgia is found have relationship with emotions and consumer ethnocentrism. Emotions are found to have positive relationship with attitude toward product. Consumer ethnocentrism is found to have relationship with attitude toward product. Finally, this study also found that attitude toward product and subjective norm have relationship with purchase intention.

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