Effects of Animosity and Allocentrism toward Consumer Ethnocentrismin Shaping Consumers’ Willingness to Purchase:A Case Study on Consumers in Greater Jakarta (JabodetabekArea) in Purchasing Malaysian Products

This paper aims to: (1) specify factors mediating the effects of consumer animosity towards theconsumers’ willingness to purchase imported products; (2) specify factors mediating the effects of allocentrismtowards consumers’ purchasing willingness on imported product; and (3) examine whetherproduct quality comparison between domestic vis-à-vis imported products moderates the relationshipsbetween: (a) consumer animosity and consumers’ willingness to purchase (b)ethnocentrism andconsumers’ willingness to purchase. A survey was conducted to 209 respondents that have boughtMalaysian products in the past three months and lived in Jabodetabek (Jakarta, Bogor, Depok, andBekasi) area. The result shows that ethnocentrism mediated the relationship between animosity andconsumers’ willingness to purchase; while it does not work as a mediator in the relationship betweenallocentrism and consumers’ willingness to purchase. In addition, product quality comparison doesnot moderate the relationship between animosity and consumers’ willingness to purchase as well asethnocentrism and consumers’ willingness to purchase. Interpretations, contributions, and implicationsfor manager are also discussed.