Fake Patriotism: Economic Necessity or Genuine National Pride?
DOI:
https://doi.org/10.47747/snfmi.v2i1.2349Abstract
This research explores the phenomenon of "fake patriotism" among Gen Z consumers, particularly focusing on their purchasing behavior regarding domestic vs. foreign brands of sneakers. Conducted with 209 participants, the study aimed to understand whether younger generations' attraction towards domestic products stems from genuine national pride or mere economic necessity. The study revealed that while some respondents exhibited strong allegiance to domestically produced sneakers, driven by sentiments of national pride, others preferred foreign brands primarily due to superior quality and strong brand power. The findings suggest that economic factors play a significant role in Gen Z's purchasing intention regarding sneakers, with many would choose foreign brands once they have a better purchasing power despite potential patriotic inclinations. This research provides valuable insights for local sneaker producers to adapt their marketing strategies and workmanship to better answer the expectation of customers.
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