Consumers Become More or Less Ethnocentric? A Meta-Analysis on Level of Consumer Ethnocentrism

Abstract

A huge body of research on consumer ethnocentrism has occurred in cross-cultural consumer behavior research area since the seminal work of Shimp and Sharma (1987). There is, however, a research gap on meta-analysis of the level of consumer ethnocentrism. This study seeks to address this gap by employing, as far as we are aware, the first meta-analysis on level of consumer ethnocentrism. we draw several conclusions with meta-analytical data of 153 mean values in 87 articles during the period of 1987 to 2013 (N = 42840): (1) The average score of consumer ethnocentrism is 3.58 (7 in total); (2) General consumers are more ethnocentric than student consumers; (3) Consumers in developing countries are more ethnocentric than consumers in developed countries.

Indonesian Generation Z Consumer Ethnocentrism on Food and Beverage Product

“…Guo and Lin calculated the level of ethnocentrism (on a scale of 1-7) of consumers in five major countries. The results show that the average value in the United States was 3.60; China was 3.74; India was 3.88; South Korea was 3.71 and Russia average 3.12 [14]. The Bandara's research showed that in the Chechen Republic, ethnocentrism of local consumers was negatively correlated with foreign beer brands [15].…”