Abstract: This paper investigates the antecedental role of personal cultural orientations on consumer ethnocentrism (CIN) and consumer cosmopolitanism (COS) across three regions in China. We also examine the impact of CIN, COS as well as role of attitudes towards foreign products on their purchasing intentions for high- and low-involvement products from selected four countries/region. In addition, this paper also explores the moderation role of CIN between the relationships of CIN/COS and willingness to purchase foreign products across regions in China. The results reveals that there are significant differences on urban young-adult consumer across regions. The causal relationships between the hypothesized constructs are far more complex yet interesting when we compare consumer’s characteristics from regional perspective. Therefore, it calls international marketers’ attention to look China as a rather heterogeneous market rather than homogeneous market when enter Chinese market and take a semi-global strategy in this market.