Understanding Local Food Brand Buying Intention in Indonesia and Vietnam: The Role of Ethnocentrism, Attitude and Subjective Norms

This study examines how ethnocentrism, the attitude toward support local agribusiness, attitude toward the consumption of local food brands, and the subjective norm affect buying intention of livestock-based local food brands. This study was carried out in Indonesia and Vietnam because both countries are promising markets for global brands, due to their large populations and economic growth rates. The study was conducted through offline and online surveys. Data was analyzed using t-test and Partial Least Square structural equation modeling for the hypothesis testing. The result showed that in Indonesia and Vietnam, ethnocentrism influenced the attitude toward the consumption of local food brands, but the data from Indonesia showed that the attitude toward support local agribusiness did not affect the attitude toward the consumption of local food brands. Moreover, for both countries, the attitude toward the consumption of local food brands and the subjective norm influenced the local food brand buying intention. However, in Indonesia and Vietnam, the attitude toward support local agribusiness did not affect the local food brand buying intention. Moreover, mean average off all constructs in Indonesia were significantly higher than in Vietnam.