Submitted:
06 December 2025
Posted:
11 December 2025
You are already at the latest version
Abstract
This study examines how an educational intervention about domestic personal care and perfume products can foster patriotism (cinta tanah air) among Indonesian high school students. A qualitative field study was conducted with 12 female students from four public high schools in Surabaya. Researchers delivered interactive educational sessions and gathered data through observation and interviews. We report that all participants used personal care products daily, yet only a small fraction chose domestic brands. After the educational program, students showed increased awareness and pride in local products. The findings suggest that aligning everyday consumer choices with national values can internalize patriotic sentiments among youth.
Keywords:
Pancasila
; domestic product
; youth
; perfume
; high-school
; consumer ethnocentrism
Copyright: This open access article is published under a Creative Commons CC BY 4.0 license, which permit the free download, distribution, and reuse, provided that the author and preprint are cited in any reuse.
