Abstract:
Lebanon is facing an immense economic crisis and severe actions should be taken to save the country from a total financial collapse. Industries are striving to survive with the US shortage and the new banking rules. One attempt to save the country’s economy is to support Lebanese businesses and buy local goods. In this study, we aim to identify the reason behind working, middle, and upper class Lebanese choosing not to buy local. We surveyed students from the Lebanese American University to determine the barriers that are stopping our target audience from buying local products. The study suggests that they do not believe that Lebanese products have the same quality as foreign goods. They also consider local products as lacking in variety and diversity. Based on the results, a strategic communication campaign promoted buying local products through only online methods due to the current pandemic.
