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Vol 40 No 1 (2025): January

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Submitted
Jul 25, 2023
Accepted
May 2, 2024
Published
Jan 15, 2025
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What Drives Youth to Shop for Local Fashion Online? Extending the Planned Behavior Theory and Ethnocentrism

https://doi.org/10.22146/jieb.v40i1.9131
Dwi Kartikasari
dwi@polibatam.ac.id
School of Business and Economics, Universiti Brunei Darussalam, Bandar Seri Begawan, BE1410, Brunei Darussalam | Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia
Sri Zuliarni
Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia
Shinta Wahyu Hati
Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia
Ria Anggraini
Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia
Desi Ratna Sari
Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia
Nur Rahmah Andayani
Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Corresponding Author(s) : Dwi Kartikasari

dwi@polibatam.ac.id

Journal of Indonesian Economy and Business, Vol 40 No 1 (2025): January

Abstract

Introduction: Local businesses and lawmakers in emerging economies are under tremendous pressure to compete with foreign entities and comprehend consumer behavior in the setting of increasing interna­tionalization and the growing significance of e-commerce. Main Objectives: By adding to the theory of planned behavior and consumer ethnocentrism, this study aims to find the factors that affect people's intentions to buy local products in the context of e-commerce, fashion, youth, and Indonesia. Methods: Nonprobability snowball online sampling on social media was conducted to collect 651 valid responses. Findings/Results: We used a variance-based partial least squares structural equation model to show that attitudes, perceived behavioral control, subjective norms, and consumer ethnocentrism, directly and indirectly, affect people's intentions to buy local goods online. Conclusions: In our structural model, we stress how vital consumer ethnocentrism and subjective norms are as internal and external factors for consumers. Implications: We encourage managers of local businesses and future researchers to include these concepts in their marketing plans and research. Novelty: This research shows that consumers react differently to the opposite sign of consumer ethnocentrism when they deal with subjective norms as an outside factor because of competitive mediation. Limitations: The generalizability of our findings to different countries, situations, and product categories is limited, so we suggest future research expand beyond our scope.

Keywords

local fashion online youth TPB ethnocentrism
Kartikasari, D., Zuliarni, S., Hati, S. W., Anggraini, R., Sari, D. R., & Andayani, N. R. (2025). What Drives Youth to Shop for Local Fashion Online? Extending the Planned Behavior Theory and Ethnocentrism. Journal of Indonesian Economy and Business, 40(1), 57-74. https://doi.org/10.22146/jieb.v40i1.9131
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Author Biographies

Dwi Kartikasari, School of Business and Economics, Universiti Brunei Darussalam, Bandar Seri Begawan, BE1410, Brunei Darussalam | Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Dwi Kartikasari is an associate professor at the Department of Management and Business, Politeknik Negeri Batam (Polibatam), Indonesia where she has been a faculty member since 2006. She earned her Bachelor’s degree at the Faculty of Industrial Technology, Bandung Institute of Technology, Indonesia. She did her Master of Business Administration at Tulane University, the United States of America. Besides, she just cleared her Ph.D. from University of Brunei Darussalam. Her research interests lie in the areas of international business, international trade, international marketing, cross-border e-commerce, multinational finance, international tourism, and cross-country economy. She has collaborated actively with other researchers from various fields in many research projects. She successfully published many articles in different top tier international journals.

Sri Zuliarni, Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Sri Zuliarni  is a lecturer and researcher at the Department of Business Management, Politeknik Negeri Batam, Indonesia. Where she has been a faculty member since 2009. She earned her Bachelor’s degree in Business Administration at the Faculty of Social and Political Science, Universitas Riau. She did her Master’s degree in Business Administration at University Sains Malaysia. Her research interests lie in the areas of marketing, islamic finance, and small medium enterprises . She has collaborated actively with other researchers from various fields in many research projects. She successfully published many articles in various leading national and international journals.

Shinta Wahyu Hati, Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Shinta Wahyu Hati is a lecturer and researcher at the Department of Management and Business, Politeknik Negeri Batam (Polibatam), Indonesia where she has been a faculty member since 2011. She earned her Bachelor’s degree at the Faculty of Administrative Sciences, Department of commercial/Business Administration, Brawijaya University Malang, Indonesia. She did her Master of Business Administration at Brawijaya University Malang, Indonesia. Her research interests are in the areas of Management and Business, Business Administration, Entrepreneurship, Marketing, Logistics and Supply Chain, Customer Relationship Management, Human resource management, and Gender Studies. She has collaborated actively collaborates with other researchers from various fields in various research and community service projects.

Ria Anggraini, Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Ria Anggraini is a lecturer and researcher at the Department of Management and Business, Politeknik Negeri Batam (Polibatam), Indonesia. She earned a Bachelor’s degree in Managerial Accounting from Politeknik Negeri Batam and a Master of Business Administration from Illinois State University, USA. Her research focuses on international business, international trade, cross-border e-commerce, and digitalization in accounting. Ria actively collaborates with researchers across various fields and has published works in reputable journals. She is dedicated to advancing education and providing practical insights for global markets.

Desi Ratna Sari, Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Desi Ratna Sari  is a lecturer and researcher at the Department of Business Management, Politeknik Negeri Batam, Indonesia where she has been a faculty member since 2019. She earned her Bachelor’s degree in English department at Andalas University, West Sumatra, Indonesia. She did her Master’s degree in Linguistics at Andalas University, Indonesia. Her research interests lie in the areas of english for specific purposes, linguistics and english teaching. She has collaborated actively with other researchers from various fields in many research projects. She successfully published many articles in different top tier national and  international journals.

Nur Rahmah Andayani, Jurusan Manajemen Bisnis, Politeknik Negeri Batam, Batam, 29461, Indonesia

Nur Rahmah Andayani is a lecturer and researcher at the Department of Management and Business, Politeknik Negeri Batam[1] (Polibatam), Indonesia where she has been a faculty member since 2014. She earned her Bachelor’s degree at the Faculty of Administrative Science, Brawijaya University and the Faculty of Social and Political Sciences, Open University, Indonesia. She did her Master of Public Administration at Open University, Indonesia. Her research interests lie in business, social, management and public institutions. She has collaborated actively with other researchers in research projects. She successfully published many articles in different journals.

 

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