Consumer religiosity, cosmopolitanism and ethnocentrism in Indonesia
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 12 January 2024
Issue publication date: 15 March 2024
Abstract
Purpose
Little is known about Indonesian consumers' acceptance of global brands despite their huge retail market potential. Drawing from Festinger’s (1957) cognitive dissonance theory and Schwartz’s (1992) value system, this study aims to examine the effect of Indonesian consumers' religiosity, cosmopolitanism and ethnocentrism on their preference for and purchase intention towards global brands.
Design/methodology/approach
Data were collected from 316 female consumers aged 20 years or older living in Indonesia via a professional online survey firm. The firm sent prospective participants an email invitation with a survey URL. Confirmatory factor analysis and structural equation modelling were conducted using AMOS 24.0 to test hypotheses.
Findings
The analyses revealed that Indonesian consumers' religiosity increased their ethnocentrism but not cosmopolitanism. Further, ethnocentrism decreased global brand preference without affecting purchase intention towards Korean cosmetics, whereas cosmopolitanism increased both global brand preference and purchase intention towards Korean cosmetics.
Originality/value
The findings show that cosmopolitanism has a stronger influence on global brand preference than ethnocentrism, suggesting ethnocentrism’s diminishing relevance in predicting purchase intention for foreign products. Additionally, religiosity’s effect on ethnocentrism was confirmed.
Keywords
Acknowledgements
Funding: This work was supported by Global Research Network program through the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A2A2032769).
Citation
Jin, B.E., Shin, D.C., Yang, H., Jeong, S.W. and Chung, J.-E. (2024), "Consumer religiosity, cosmopolitanism and ethnocentrism in Indonesia", International Journal of Retail & Distribution Management, Vol. 52 No. 3, pp. 277-294. https://doi.org/10.1108/IJRDM-11-2022-0455
Publisher
:Emerald Publishing Limited
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