Indonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product

Reny Andriyanty,Dodi Wahab

doi:10.47577/tssj.v28i1.5909

Abstract

Generation Z is a huge potential in Indonesia economy. They hold important role in the domestic product consumption. The research objective to determine the consumer ethnocentrism of Indonesian generation Z attitude towards consumption of domestic food and beverage products in terms of economic, individual, lifestyle, pro-social motivation, threat perception, and buying inertia. This study used a quantitative descriptive method with 431 samples. The data were analyzed with mutlivariance equations through structural equation modeling. The results showed that economic factors have a significant and positive direct effect to the lifestyle of Generation Z in Indonesia. Individual factors had also a significant and positive direct effect to the lifestyle. Lifestyle had a significant and positive direct effect to the consumer ethnocentrism. Economic variables and individual variables through the mediation of lifestyle had a significant influence on the ethnocentrism of Generation Z in Indonesia.

Highlights

IntroductionThere is a results of research on consumer perceptions of dietary supplement products originating from developed countries conducted in Lithuania, showing that consumers who have an ethnocentrism attitude tend to have low incomes [12]
The large number of this generation represents a huge potential in the Indonesian economy
The results of this study indicated that ethnocentrism had a strong and negative effect on consumer attitudes towards foreign products in a sample group of Indonesian consumers who do not have cultural similarities with Malaysia [16]

Summary

Introduction

There is a results of research on consumer perceptions of dietary supplement products originating from developed countries conducted in Lithuania, showing that consumers who have an ethnocentrism attitude tend to have low incomes [12]. This contradicts the results of Andriyanty and Wahab's research, that generation Z has a tendency to buy local products if their income is higher [13]. The purpose of this study determined whether Indonesian Generation Z has an ethnocentrism attitude towards consumption of food and beverage products in the country in terms of economic, individual, lifestyle, pro-social motivation, threat perception, and buying inertia

Methods

Findings

Discussion

Conclusion