Consumer Ethnocentrism and Sustainable Consumption in User-Generated Content on Local and Imported Beauty Brands in Indonesia

Abstract

The shift in consumer behavior toward digital spaces has given rise to new forms of ethnocentrism that are naturally manifested through User-Generated Content (UGC). This study aims to explore how Consumer Ethnocentrism (CE) and sustainable consumption narratives are expressed in online consumer interactions related to local and imported beauty products in Indonesia. Employing a qualitative netnographic approach, this study analyzes behavioral traces in the form of comments posted on YouTube review videos. The dataset comprised 6,225 comments associated with local beauty brands (Wardah, Mustika Ratu, and Sariayu) and 8,088 comments related to imported brands (The Ordinary, Skintific, and Some By Mi). Thematic analysis and emotional mapping revealed that consumers of local brands tend to associate sustainable consumption with domestic socio-economic protection, ingroup pride, and cultural congruence, particularly regarding halal compliance and compatibility with Southeast Asian skin characteristics. In contrast, narratives surrounding imported products were predominantly characterized by evaluations of product-specific functionality, ingredient sensitivity awareness, and concerns regarding product authenticity. These findings extend the understanding of consumer ethnocentrism in digital environments by demonstrating that ethnocentric narratives surrounding local beauty products reflect commitments to sustainable local economies, whereas sustainability considerations associated with imported products are predominantly shaped by concerns over personal well-being and institutional trust in product regulation.

Keywords:  Consumer Ethnocentrism, Sustainable Consumption, Netnography, Sentiment Analysis, User-Generated Content, Skincare.