Consumer Behavior and Preferences Shift: The Impact of Boycotting Imported Brands on Local Product Demand

Abstract

This study investigates the impact of boycotting imported brands on local product demand, focusing on how customer sentiments (CS), perceived quality (PQ), social norms (SN), and advertising (AD) influence attitudes towards imported products (ATIP) and subsequently local product demand (LPD). Using a cross-sectional design and convenience sampling, data were collected via an online survey of social media users aged 18 and above. Structural Equation Modeling (SEM) using Smart PLS was employed to analyze the data. The results show that negative customer sentiments and strong social norms significantly reduce ATIP while increasing LPD. Advertising also negatively impacts ATIP and positively affects LPD. Perceived quality directly boosts LPD without significantly affecting ATIP. Mediation analysis reveals that ATIP mediates the relationships between CS, SN, AD, and LPD but not between PQ and LPD. The study's findings highlight the critical roles of sentiments, social norms, and advertising in shifting consumer preferences towards local products. Limitations include the use of convenience sampling, the cross-sectional nature of the study, and reliance on self-reported data, which may introduce biases. Future research should employ random sampling, longitudinal designs, and consider additional influencing factors like cultural and economic variables. Expanding the geographic and cultural scope of studies and utilizing diverse analytical techniques will provide a more comprehensive understanding of consumer behavior in the context of boycotting imported brands. These insights can guide policymakers and marketers in developing strategies to promote local products and sustain shifts in consumer preferences.