Indonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product

Reny Andriyanty () and Dodi Wahab ()
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Reny Andriyanty: Institut Bisnis dan Informatika (IBI) Kosgoro 1957
Dodi Wahab: Institut Bisnis dan Informatika (IBI) Kosgoro 1957

Technium Social Sciences Journal, 2022, vol. 28, issue 1, 522-538

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.

Keywords: Consumer ethnocentrism; Generation Z; Lifestyle; Domestic product (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:28:y:2022:i:1:p:522-538

DOI: 10.47577/tssj.v28i1.5909

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