Examining the Role of Consumer Ethnocentrism in the Relationship between Quality, Price, and Fashion Preferences
DOI:
https://doi.org/10.62394/projmb.v4i2.179Keywords:
Purchase Intention, Perceived Quality, Generation Z, Domestic FashionAbstract
Purpose – This study aims to investigate the influence of consumer ethnocentrism (CETH), perceived quality, and perceived price on the purchase intention of Generation Z university students in Indonesia. Grounded in Consumer Value Theory (CVT), this research specifically examines preferences between domestic and imported fashion products, intending to understand the key factors shaping Gen Z's purchasing decisions on e-commerce platforms.
Design/method/approach – This research employed a quantitative approach. Data were collected via an online survey (Google Forms) over two months, yielding 380 valid responses from Generation Z students who frequently purchase local fashion products on e-commerce (Shopee and Tokopedia). The data were analyzed using Structural Equation Modeling (SEM) to test the relationships between variables, ensuring construct reliability and validity.
Findings – The results show that perceived quality and perceived price significantly influence consumer ethnocentrism. Furthermore, this study confirms that perceived quality, perceived price, and consumer ethnocentrism each exert significant positive effects on purchase intention.
Implications – These findings offer crucial practical insights for domestic fashion brands. To compete effectively and attract Generation Z consumers, local brands are strongly advised to prioritize product quality, maintain competitive pricing, and leverage cultural alignment to build ethnocentric sentiment.
Novelty/Originality – The originality of this research lies in its specific focus on the Generation Z demographic in Indonesia within the context of domestic vs. imported product competition in the digital era. This study fills a literature gap by analyzing the determinants of purchase intention on leading e-commerce platforms, providing fresh insights into this key consumer segment.
Downloads
References
Aakko, M., & Niinimäki, K. (2022). Quality matters: The role of product durability and aesthetics in fashion purchase intentions. Journal of Fashion Marketing and Management, 26(4), 635–651. https://doi.org/10.1108/JFMM-09-2020-0192
Adams, J. S. (1963). Towards an understanding of inequity. Journal of Abnormal and Social Psychology, 67(5), 422–436. https://doi.org/10.1037/h0040968
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Andriyanty, R., & Wahab, Z. (2022). The influence of consumer ethnocentrism on purchase intention for local cosmetic products among Gen Z in Indonesia. Journal of Asian Business and Economic Studies, 29(3), 210–225. https://doi.org/10.1108/JABES-11-2021-0189
Aprila, B. N., Gultom, V. S., Rahman, S., & Setyawan, O. (2025). The impact of the quality of digital sites and services on e-trust and e-commerce consumers' repurchase intention in Pekanbaru. Procuratio: Jurnal Ilmiah Manajemen, 13(2), 202–214.
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1), 157–175. https://doi.org/10.1057/palgrave.jibs.8490943
Bartosik-Purgat, M., Ratajczak-Mrozek, M., & Wiatros, T. (2023). Consumer ethnocentrism in the CEE region: A study of young consumers. Journal of East-West Business, 29(1), 1–28.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16.
Boseila, S., El-Manstrly, D., & Mostafa, R. (2023). The effect of brand origin on purchase decisions in the luxury fashion market. International Journal of Retail & Distribution Management, 51(5), 621–638.
Cameron, S., & Elliott, R. (2001). The ‘Buy British’ campaign: A study of the creation and consequences of a ‘moral panic’. Journal of Consumer Culture, 1(2), 213–235. https://doi.org/10.1177/146954050100100204
Canal-Simón, M., Peris-Ortiz, M., & Sendra-Pons, P. (2024). Understanding Gen Z's sustainable consumption behavior: An application of the Theory of Planned Behavior. Journal of Cleaner Production, 434, 140215. https://doi.org/10.1016/j.jclepro.2023.140215
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.
Casalegno, C., Candelo, E., & Santoro, G. (2022). The perception of sustainability and its effects on brand image and purchase intention in the fashion industry. Journal of Business Research, 147, 14–23. https://doi.org/10.1016/j.jbusres.2022.03.076
Ciu, E., & Wijayanti, T. (2024). The interplay of quality, price, and ethnocentrism on purchase intention of local products in Indonesia. Indonesian Journal of Business and Entrepreneurship, 10(1), 45–58.
Čvirik, M. (2023). Perceived value and domestic purchase preferences: An analysis of consumer behavior in Slovakia. Journal of Competitiveness, 15(3), 85–102. https://doi.org/10.7441/joc.2023.03.05
Foroudi, P., Kitchen, P. J., & Marvi, R. (2023). The effects of consumer ethnocentrism and country of origin image on purchase intention. Journal of Business Research, 157, 113589. https://doi.org/10.1016/j.jbusres.2022.113589
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hamin, H., & Elliott, G. (2006). A less-developed country perspective of consumer ethnocentrism and 'country of origin' effects. Asia Pacific Journal of Marketing and Logistics, 18(2), 79–92. https://doi.org/10.1108/13555850610658246
Hamin, H., Elliott, G., & Fang, T. (2014). The moderating role of consumer ethnocentrism in the 'country of origin' effect. International Journal of Marketing Studies, 6(4), 11–23. https://doi.org/10.5539/ijms.v6n4p11
Handoyo, B. (2024). E-commerce adoption and performance of local SMEs in the Indonesian fashion industry. Journal of Small Business and Enterprise Development, 31(2), 301–319.
Hegner, S. M., Fenko, A., & ter Avest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management, 26(1), 26–37.
Heriyati, P., Lisnawati, L., & Pradana, M. (2024). Quality perception and purchase intention of local fashion brands among Generation Z in Jakarta. Journal of Marketing and Consumer Research, 95, 12–21. https://doi.org/10.7176/JMCR/95-02
Kim, J., & Zhang, Y. (2023). The influence of price-to-value perception on purchase intention in the fast fashion sector. Journal of Retailing and Consumer Services, 72, 103254. https://doi.org/10.1016/j.jretconser.2023.103254
Kim, Y. K., Kim, E., & Kumar, S. (2012). The impact of e-commerce on local brand marketing strategies. Journal of Global Fashion Marketing, 3(2), 61–70. https://doi.org/10.1080/20932685.2012.10593110
Kredivo & Katadata Insight Center. (2023). Indonesia E-commerce consumer behavior report 2023. https://www.katadata.co.id/
Lee, S., & Chen, L. (2022). The effect of price perception on consumer ethnocentrism and brand preference in developing economies. Journal of International Consumer Marketing, 34(5), 512–527.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245. https://doi.org/10.2307/3172830
Mutia, R. (2021). The role of consumer ethnocentrism on the purchase intention of local fashion products in Indonesia [Unpublished master's thesis]. Universitas Gadjah Mada.
Nguyen, T. N., & Tran, T. T. (2023). Consumer ethnocentrism and its impact on purchase intention towards domestic products in Vietnam. Asia-Pacific Journal of Business Administration, 15(4), 549–566.
Nuralam, I. P., Sari, D. P., & Purnomo, H. (2024). The role of e-commerce platforms in promoting local brand visibility in Indonesia. Technology in Society, 76, 102456.
Park, J., & Lee, H. (2022). The impact of perceived quality on purchase intention for local cosmetic brands in Indonesia. Heliyon, 8(9), e10567. https://doi.org/10.1016/j.heliyon.2022.e10567
Perry, P., Gouthro, M. B., & Cavender, R. (2024). Gen Z and sustainable fashion: Motivations, barriers, and brand expectations. Critical Studies in Fashion & Beauty, 15(1), 21–43. https://doi.org/10.1386/csfb_00078_1
Purwanto, E. (2014). The effect of consumer ethnocentrism on purchase intention: A study on Indonesian consumers. International Journal of Business and Social Science, 5(5), 134–141.
Rasyid, H. A., Hurriyati, R., & Dirgantari, P. D. (2024). Fostering brand love for local products through cultural campaigns in Indonesia. International Journal of Culture, Tourism and Hospitality Research, 18(1), 108–123.
Ryu, J., & Kim, S. (2023). The interplay of perceived quality and consumer ethnocentrism in emerging markets. Journal of Product & Brand Management, 32(6), 882–895.
Sabina del Castillo, A., Diaz-Soloaga, P., & Palomares-Aguilera, M. (2024). Ethnocentrism and animosity in the purchase intention of Gen Z. Journal of International Food & Agribusiness Marketing, 36(1), 45–65.
Salehudin, I. (2016). Branding Indonesia: The role of national campaigns in consumer behavior. Gramedia Pustaka Utama. https://doi.org/10.21002/amj.v8i1.4907
Seemiller, C., & Grace, M. (2016). Generation Z goes to college. Jossey-Bass.
Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146–172. https://doi.org/10.1108/02651330610660065
Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26–37. https://doi.org/10.1007/BF02894609
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.2307/3151638
Siamagka, N.-T., & Balabanis, G. (2015). Revisiting consumer ethnocentrism: Review, reconceptualization, and future research. Journal of International Marketing, 23(3), 22–41.
Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33–47). Brooks/Cole.
Trisatya, D. R., & Absah, Y. (2023). The effect of perceived quality and price on purchase intention of local fashion products. Journal of Economics, Finance and Management Studies, 6(10), 5432–5440. https://doi.org/10.47191/jefms/v6-i10-41
Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting. Journal of Consumer Marketing, 21(6), 391–400. https://doi.org/10.1108/07363760410558663
Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3, 37–53.
Wong, A., & Merrilees, B. (2008). The performance benefits of being brand-orientated. Journal of Product & Brand Management, 17(6), 372–383. https://doi.org/10.1108/10610420810904112
Yadav, R., & Kishor, J. (2024). The impact of perceived value on ethnocentric tendencies among Gen Z consumers. Young Consumers, 25(2), 301–318. https://doi.org/10.1108/YC-04-2023-1721
Yasa, N. N. K., Giantari, I. G. A. K., & Setini, M. (2022). The role of brand image in mediating the effect of e-WOM on purchase intention. International Journal of Data and Network Science, 6(2), 475–484. https://doi.org/10.5267/j.ijdns.2021.11.004
Zarawaki, I., & Wima, S. (2024). Gen Z's preference for local brands: A 2024 Indonesian market report. Populix Research.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Reizano Amri Rasyid, Mohamad Yusak Anshori, Mochtar Adinugroho, Candraningrat, Yuli Yanti Wulansari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
