ETHNOCENTRISM, PATRIOTISM AND THEORY OF PLANNED BEHAVIOR ON CONSUMER PURCHASE INTENTION TOWARDS FRUIT: STUDY IN CIKARANG

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.