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Contact Name
Eko Primananda
Contact Email
ekoprimananda@imrecsjournal.com
Phone
+6285371040799
Journal Mail Official
bsscd@imrecsjournal.com
Editorial Address
CV. IMRECS, Jalan Airan Raya, Way Huwi, Lampung Selatan
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Unknown,
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INDONESIA
Bulletin of Social Studies and Community Development
ISSN : -     EISSN : 30256798     DOI : http://doi.org/10.61436/bsscd
Core Subject :
Bulletin of Social Studies and Community Development (BSSCD) is an open-access journal that publishes high-quality scholarly works across the broad spectrum of social sciences, humanities, and community development. The journal serves as a comprehensive platform for researchers, educators, practitioners, and policymakers to share knowledge, experiences, and innovations that contribute to social understanding, sustainable development, and community empowerment. The scope of the journal comprehensively covers, but is not limited to, the following core areas: • Social and Political Sciences: Sociology, political science, public administration, international relations, governance, and public policy. • Law and Society: Legal studies, human rights, social justice, and the intersection of law, policy, and societal development. • Humanities and Cultural Studies: Anthropology, history, linguistics, literature, arts, cultural identity, and multiculturalism. • Education and Pedagogy: Social issues in educational practice and educational policies,. • Economics and Business: Applied economics, management, business studies, social entrepreneurship, and sustainable economic development. • Community Development and Empowerment: Rural and urban development, poverty alleviation, social welfare, participatory approaches, and applied community engagement practices. • Contemporary Social Issues: Gender studies, youth, marginalized communities, and environmental issues within social contexts. The journal accepts various types of manuscripts, including original research articles, theoretical or conceptual papers, literature reviews, case studies, reports on community service and engagement activities, as well as policy analysis and practice-based articles. Contributions are expected to demonstrate originality, relevance, and a significant impact on advancing knowledge and practice in social studies and community development.
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Articles 1 Documents
Search results for "consumer ethnocentrism" : 1 Documents clear
Consumer Ethnocentrism, Green Brand Image, and Price as Determinants of Local Rice Purchase Decisions: Evidence from Subak Timbul Tegallalang, Bali Province, Indonesia Putu Ayu Sita Laksmi; Putu Wairocana; Komang Adi Kurniawan Saputra; Naori Miyazawa
Bulletin of Social Studies and Community Development Vol 5, No 3 (2026): Bulletin of Social Studies and Community Development
Publisher : Institute of Multidisciplinary Research and Community Service

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61436/bsscd/v5i3.pp376-395

Abstract

Local rice from Bali's traditional Subak irrigation system faces very stiff competition from domestic and imported products. Subak Timbul Tegallalang, a UNESCO-recognized cultural heritage, offers premium rice with exceptional taste, authenticity, and profound historical value. However, recent sales data indicates unmet targets, highlighting the increasingly urgent need to investigate consumer purchase decisions for this culturally significant product. This study examines how consumer ethnocentrism, green brand image, and price influence local rice purchase decisions, using Subak Timbul Tegallalang as a case study. It also seeks to extend the Theory of Planned Behavior to heritage-based agricultural products, an underexplored area in current Indonesian research. This quantitative causal study used structured questionnaires distributed to potential consumers in Gianyar, Bali. Data analysis involved descriptive statistics, classical assumption tests, multiple linear regression, and hypothesis testing to evaluate partial and simultaneous effects. The findings reveal that consumer ethnocentrism positively and significantly drives purchase decisions; consumers with strong loyalty to domestic products prefer local rice. Green brand image also significantly influences purchase intention; when consumers perceive the brand as organic, sustainable, and environmentally responsible, their trust increases. Price perception is equally critical; consumers respond well to pricing that is fair, competitive, and fully reflects the product's superior quality and cultural worth. Collectively, these three variables have a strong, positive, and significant effect on purchase decisions, showing that cultural pride, environmental awareness, and economic value intertwine to shape overall consumer behavior in this niche market. Consumer ethnocentrism, green brand image, and price are key determinants of local rice purchases. This study contributes theoretically by applying the Theory of Planned Behavior to heritage agricultural goods and offers practical insights for producers, such as strengthening local identity campaigns, transparently communicating sustainable practices, and adopting tiered pricing. Future research should also include additional variables, probability sampling, and mixed-method designs.Keywords: Consumer ethnocentrism, Green brand image, Price, Purchase decision, Local rice, Subak Timbul Tegallalang.

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