Abstract:
Fruit plays an important part in maintaining people fit and healthy. This is because
fruit contained with healthy nutrients needed to help the body function well which
makes it essential to consume in daily life. Indonesia itself is an agricultural country
a rich with various kinds of fruit that useful in supporting sources of income, and
absorbing labor. However, the excessive quantity of imported fruits entering
Indonesia has led to the competition between local and imported fruit. This research
aims to specify the dominant factors of imported fruit purchase intention by
adopting Ethnocentrism, Patriotism, and Theory of Planned Behavior model which
encompasses attitude, subjective norms, and perceived behavioral control. The
research was using convenience sampling method and conducted by distributing
the printed questionnaires to fruit consumers on working age in West Java,
Indonesia and utilized 85 data. The research was deployed factor analysis method
which resulted in two dominant factors namely ‘Information Sensitivity’ and ‘Local
Concern.
