Abstract:

Consumers’ willingness to buy traditional textile made in China has lack of scholarly attention. This study aims to measure the impact of consumer animosity, consumer ethnocentrism, and product judgment on willingness to buy and unwillingness to buy in the case of Indonesian traditional textile made in China. The study included 200 participants who were approached accidentally at two international trade centres. Data were analysed using exploratory factor analysis and structural equation model. Based on the findings, consumer animosity significantly affected product judgment, consumer ethnocentrism, and unwillingness to buy. Besides, consumer ethnocentrism significantly influenced product judgment, and willingness and unwillingness to buy. Lastly, product judgment significantly affected willingness and unwillingness to buy.