Role of Consumer Ethnocentrism, Cultural Sensitivity, and Imported Product Judgement on Intention to Purchase of Indonesian Domestic

Conflict events involving Israel often trigger significant social and political reactions in various countries, including Indonesia. Amid global concerns over humanitarian issues, Indonesians often show their solidarity through various actions, one of which is the boycott movement against foreign products that are considered to support Israel. This study aims to identify and examine the influence of cultural sensitivity, consumer ethnocentrism, and valuation of imported products on the intention to buy local products in the context of developing countries, especially Indonesia. The population of this study consists of individuals who are familiar with both local products and foreign brands. The sample specifically focuses on consumers who have an interest in supporting local fashion brands or MSME fashion businesses. The number of samples in this study was 201 respondents. The sampling technique used was purposive sampling. Furthermore, the data analysis method used a Structural Equation Model (SEM) with a Partial Least Squares (PLS) approach. The results show that consumer ethnocentrism drives the purchase intentions for domestic products but does not affect the valuation of imported products judgment, while cultural sensitivity affects the positive valuation of imported products without impacting consumer ethnocentrism. Imported products' judgment also does not affect the purchase intention of domestic products.