Indonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product

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.