Cultural Similarity, Consumer Ethnocentrism and Product Necessity in Evaluation of Malaysian Products: Indonesian Consumer Perspective

This study aims to analyze the role of cultural similarity as moderation between consumer ethnocentrism (CE), lack of availability of domestic products, and foreign products necessity in influence consumers’ attitudes towards foreign products. A survey conducted on 446 respondents of Indonesian consumers. Findings of this study showed that consumer ethnocentrism has a strong negative effect on consumers’ attitudes towards foreign products. This study also has proved the moderating role of cultural similarity in evaluating foreign products. However this study failed to prove the role of cultural similarity in weakening the influence of CE on attitude towards foreign products.