Shortening Consumer Ethnocentrism Measurement: Attitudes Toward Imports Validation

This research examines the dimensionality of consumer ethnocentrism measures in Indonesia as the literature regarding sentiments toward imports growths. We used quantitative methods like factor analysis and structural equation modeling to examine 786 online responses and ensure that the proposed scale met objective standards. A qualitative analysis of a literature review justifies the applicability of this study's findings based on past ethnocentrism studies in Indonesia. This paper proves the refined scale’s construct reliability and validity, including content, discriminant, convergent, and nomological validity. This study reveals the negative and significant relationships of the shortened Indonesian consumer ethnocentrism scale with attitudes toward imports. Ethnocentric consumers are more prone to developing unfavorable attitudes toward imports. This relationship is weak; hence, it should not deter foreign businesses from marketing their products in the domestic market. The limitations are the interpretation bias of a qualitative study, the subjective aspects of the quantitative exploratory factor analysis method, the sample selection bias of an online survey, and nonprobability sampling that hinders generalization. Depending on the situation and dataset, the proposed simple consumer ethnocentrism measure needs to be looked at again in future studies.