The consumer ethnocentrism tendencies scale (CETSCALE) was developed by Shimp and Sharma in 1987 to measure consumer ethnocentrism. It is one of the most commonly used scales in the marketing literature. As well as the original 17-item version, there are many empirical applications using other adapted versions of CETSCALE. These versions differ in terms of the number (and composition) of items, incorporating additional items and even accounting for the nationality of the foreign products under study. Some of these papers question the unidimensionality of such a scale. We intend to analyse the dimensionality of the CETSCALE. In order to do this, an extensive review of previous studies that have considered CETSCALE—whatever the version—is developed. In addition, we analyse the dimensionality of an adapted version of the CETSCALE including the product category (vegetables) under study. Our results support the multidimensionality of the CETSCALE.

Preference formation developed during the consumer's evaluation of alternatives is one of the most important stages in models of consumer purchasing behaviour. This is especially true for the purchase of vegetables. The purpose of this paper is to analyze the role of extrinsic versus intrinsic attributes in the behaviour of consumer when purchasing cucumbers, considering four attributes; price, country of origin and production method (extrinsic), and freshness (intrinsic). Utilizing a sample of German tourists visiting the city of Almería (Spain), conjoint analysis methodology is used. The results suggest that an intrinsic aspect (freshness) is the most important attribute for consumers. Therefore, marketers are advised to consider the importance of this attribute to the consumer and try to position the product in the destination markets on the basis of product freshness.Additional key words: agro-food marketing; conjoint analysis; consumer preferences; Cucumis sativus; fruit and vegetables. Resumen Estimación de las preferencias del consumidor por los atributos externos e internos de las hortalizas. Un estudio del consumidor alemánEl proceso de formación de preferencias que tiene lugar durante la fase de evaluación de alternativas constituye una etapa muy importante en los modelos de comportamiento de compra del consumidor, sobre todo cuando éste se enfrenta con la compra de productos hortícolas. El objetivo de este trabajo es analizar el papel que juegan los atributos extrínsecos e intrínsecos en el comportamiento de compra de pepino, considerando, para ello, cuatro atributos: el precio, el país de origen y el método de producción (atributos extrínsecos), y la frescura (atributo intrínseco). Para ello se utiliza la metodología del análisis conjunto en una muestra de turistas alemanes que han visitado la ciudad de Almería (España). Los resultados muestran una mayor preferencia por un atributo intrínseco como es la frescura del producto. Por tanto, los productores deben de tener en cuenta la importancia de la frescura para el consumidor, y utilizarla para posicionar su producto en los mercados de destino.

The marketing power of private labels (PLs) is a consequence of the design of successful strategies by retailers. Such strategies have allowed retailers to differentiate their own items by generating a greater consumer brand loyalty. Innovation in the design of sustainable packaging or eco-packaging has been one of these strategies. In these ways, retailers have managed -in addition to their ability to adapt to the needs of consumers in terms of convenience -to strengthen their commitment to food security and environmental protection. This paper analyses the role of eco-packaging strategies as a tool for differentiating PLs in terms of creating higher levels of consumer preference.

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Customer satisfaction, contrary to a manufacturer based approach, is considered a key factor in the business strategy of many companies and in supply chain management. However, focusing on the consumer requires an analysis of the preference structure, which is something that conditions supply chain strategy. In this work we carry out a customer segmentation of a perishable product in order to identify different profiles, depending on their needs and preferences, which may allow the study of differentiated supply chain strategy. Thus, taking consumer satisfaction, we propose a differentiated supply chain approach depending on the segment which the company intends to address. In parallel and from a theoretical point of view, this approach represents a first step toward introducing the concept of responsible innovation in the study of supply chain management.