Consumer Behavior

Do Foreign Fashion Model's Race Matter for Consumers’ Purchase Decisions? A Qualitative Study of Indonesian Generations X and Z

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Abstract

This study explores how foreign fashion models’ race influences Indonesian consumers’ perceptions and purchase decisions, focusing on Generations X and Z. Using Social Identity Theory, semi-structured interviews with eight participants reveal two main themes: the universal appeal of White models and the association of all foreign models with premium brands. While Generation X values modesty and professionalism in foreign models, Generation Z prefers local models for relatability. Interestingly, while foreign models enhance brand perceptions, they do not significantly influence purchase decisions, as consumers prioritize product quality, price, and brand reputation. Celebrity endorsements emerged as more impactful than foreign models in driving purchasing behavior. These findings highlight generational and cultural nuances, offering practical insights for marketers to balance foreign and local models while leveraging celebrities to better resonate with Indonesian consumers’ preferences.

Keywords: Fashion model, advertising, qualitative market research, consumer perception, generation Z

How to Cite:

Putra, A. R. & Kopot, C., (2025) “Do Foreign Fashion Model's Race Matter for Consumers’ Purchase Decisions? A Qualitative Study of Indonesian Generations X and Z”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18806