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Indonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product

Author

Listed:
  • Reny Andriyanty

    (Institut Bisnis dan Informatika (IBI) Kosgoro 1957)

  • Dodi Wahab

    (Institut Bisnis dan Informatika (IBI) Kosgoro 1957)

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.

Suggested Citation

  • Reny Andriyanty & Dodi Wahab, 2022. "Indonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product," Technium Social Sciences Journal, Technium Science, vol. 28(1), pages 522-538, February.
    • Handle: RePEc:tec:journl:v:28:y:2022:i:1:p:522-538
    DOI: 10.47577/tssj.v28i1.5909
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    References listed on IDEAS

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    1. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumer ethnocentrism; Generation Z; Lifestyle; Domestic product;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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