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conducted in Melacca , Malaysia.

conducted in Melacca , Malaysia. convenience sampling method, 150 respondents purchasing various foods in supermarket with a-5-scale- Likert Scale, Structural Equation Modeling (SEM)

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conducted in Melacca , Malaysia.

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  1. conducted in Melacca, Malaysia. • convenience sampling method, 150 respondents purchasing various foods in supermarket with a-5-scale- Likert Scale, • Structural Equation Modeling (SEM) • Country of Origin six questions and Willingness to Buy was measured by five questions developed by Nakos & Hajidimitriou (2007). • Consumer Ethnocentrism :six statements, Consumer Animosity :four questions inquiring of Malaysian consumers’ feelings towards Indonesia and Indonesian people developed by Klein, Ettenson and Morris (1998).

  2. The overall results show that country of origin, animosity and consumer ethnocentrism significantly affect the willingness to purchase Indonesian products among Malaysian • We find that country of origin the most strongly influences consumer product evaluations

  3. The findings on animosity and consumer ethnocentrism coincide with previous research that had found that consumers in China (Klein, Ettenson and Morris, 1998; Ishii, 2009), the United States (Klein, 2002), Greek (Nakos & Hajidimitriou, 2007) and Indonesia (Ramadania, Gunawan, Astuti, 2011)

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