This paper discusses the concepts of consumer ethnocentrism and its impact on country of origin effects specifically in the context of a less developed country (Indonesia). An empirical study of some 547 Indonesian consumers found that the level of consumer ethnocentrism was relatively high compared with previously published international studies. The study also found that the relationship between consumer ethnocentrism and perceived quality. perceived price, perceived value. purchases intentions and actual purchases towards locally made products were all positive and statistically significant, with the exception of the link to actual purchases which, while positive, was not significant.