Open AccessIndonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product
Author(s) -
Reny Andriyanty,
Dodi Wahab
Publication year - 2022
Publication title -
technium social sciences journal
Language(s) - English
Resource type - Journals
ISSN - 2668-7798
DOI - 10.47577/tssj.v28i1.5909
Subject(s) - consumer ethnocentrism , indonesian , mediation , consumption (sociology) , ethnocentrism , structural equation modeling , product (mathematics) , psychology , advertising , marketing , economics , social psychology , business , mathematics , sociology , statistics , linguistics , philosophy , social science , geometry
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.