Pengaruh karakteristik personal terhadap etnosentrisme konsumen pada produk domestik

Abstract

The purpose of this study is to examine the personal characteristics of the social-psychological antecedents consisting of cultural openness, patriotism, conservatism and collectivism on consumer ethnocentrism (CE). The survey was conducted on 202 consumers in West Kalimantan, Indonesia. The results showed that the cultural openness has a negative effect on CE. This study also provides evidence that collectivism showed a significant positive influence on CE. While, patriotism and conservatism do not have a significant effect on CE. This study implies that openness of foreign culture can undermine CE. However, CE can be improved by keeping the values of collectivism. This research shows that consumers tend to be rational. Therefore patriotism and conservatism are not transferred to the CE pattern.

Online Shopping: Analysis of the Influence of Ethnocentrism on Purchase Intention in Local Cosmetics

“…The attitude of consumer ethnocentrism can be increased by the attitude of someone who is more patriotic or loves his country more. However, this study is different from the findings of Ramadania (2013) and Vadhanavisala (2015), who found patriotism did not affect ethnocentrism.…”

“…This supports the findings by Anastasiadou & Florou (2012) and He & Wang (2015), who mentioned a positive relationship between conservatism and ethnocentrism. However, on the other hand, this study's results differ from Jain & Jain (2013) and Ramadania (2013), who could not prove the effect of conservatism on ethnocentrism.…”

“…This is because a collectivist's attitude of respect makes him feel more concerned with his group than himself, and he tends to be more ethnocentric because he thinks his behavior can affect society. The results of this study are consistent with Ramadania (2013) and Vadhanavisala (2015), who found that the socio-psychological antecedent of collectivism has a positive and significant relationship to ethnocentrism. Meanwhile, this study is in contrast to the research of Jain & Jain (2013), which did not find a significant relationship between collectivism and ethnocentrism.…”

“…This cross-cultural interaction might reduce consumers' ethnocentrism when choosing local products over foreign ones. The results of this study are in line with research conducted by Alshammari et al (2018), Chowdhury (2013), Jain &Jain (2013), andRamadania (2013) that cultural openness has a negative and significant effect on ethnocentrism. This negative direction means that the higher the openness to consumer culture, the lower the attitude toward consumer ethnocentrism.…”

“…Collectivism has a significant effect on consumer ethnocentrism. Ramadania (2013) and Vadhanavisala (2015) state that collectivism positively and significantly affects consumer ethnocentrism. H5:…”