Ethnocentric beliefs and country‐of‐origin (COO) effect

Abstract

Purpose-The present study using the Consumer Ethnocentric Tendencies Scale (CET-SCALE) aims to evaluate the level of consumer ethnocentrism (CE) and its implications on their evaluation of food products. Furthermore, it seeks to examine the level at which country of origin (COO) effect is activated (country, product or attribute) per consumer cluster of different level of CE in a food evaluation context. Design/methodology/approach-For attaining the above aims, a questionnaire was developed and completed by 274 respondents. The set of countries of origin and products under consideration encompasses Greece, Italy and Holland and yellow cheese, ham and beer. Findings-The use of the CET-SCALE pinpointed that the sample can be characterised as marginally ethnocentric. Exploratory and confirmatory factor analyses justified the uni-dimensionality of CE. Cluster analysis allocated the sample into two clusters, the ethnocentric and the non-ethnocentric. The results showed that ethnocentrism affects not only consumer beliefs, but also the way perceived quality of domestic and foreign products are evaluated, culminating in the appearance of COO-effect. In ethnocentric consumers, the COO effect is activated at the initiatory level of the country a food product originates in (country-specific), except when the foreign country of origin is given, where the COO effect is activated at the level of the product type (product-specific). In the non-ethnocentric cluster, COO does not lead to an overall acceptance or rejection, but instead it affects the evaluation of specific product attributes (attribute-specific). Research limitations/implications-The survey suffers the limitation of focusing on the influence of ethnocentric beliefs in food products evaluation and not on their real impact on final purchasing behaviour. Consumer ethnocentrism and COO effect are linked together, but the stimulus that activates their link differs according to the strength of ethnocentric beliefs held by consumers; that given, different marketing strategies should be applied depending on the level of CE of the target-group selected. Originality/value-Internationally, the issue of COO-effect is comprehensively examined, yet the literature has focused almost explicitly on hi-tech or fashion products and services. This fact attaches particular importance to the present study, which is concerned exclusively with food products.

System justification and the perception of food risks

“…H5: GSJ and FSJ are associated with the denial of anthropogenic climate change (Feygina et al, 2010;Vainio & Paloniemi, 2013). H6: FSJ is associated with a decreased likelihood of making climate-friendly food choices (Balabanis et al, 2002;Chryssochoidis et al, 2007;Herche, 1992). H7: The denial of anthropogenic climate change is associated with a decreased likelihood of making climate-friendly food choices (Feygina et al, 2010;Vainio & Paloniemi, 2013).…”

Exploration of the Dimensionality of the Consumer Ethnocentric Tendencies Scale in Mozambique

“…In studies in which the scales were found to be two-dimensional, factors were labeled as follows: soft and hard consumer ethnocentrism (Chryssochoidis, Krystallis, & Perreas, 2007), domestic availability and core consumer ethnocentrism (Douglas & Nijssen, 2003), emotional and rational ethnocentrism (Acharya & Elliott, 2003), self-reliance and protectionism (Hsu & Nien, 2008), and conservative patriotism and defensive patriotism (Hsu & Nien, 2008). In studies that demonstrated three dimensions, factors were labeled patriotism, protectionism, and socioeconomic conservatism (Marcoux, Filiatrault, & Chéron, 1997) and domestic favouritism, foreign discrimination, and political protectionism (Jakubanecs, Supphellen, & Thorbjørnsen, 2005).…”

A Theoretical Framework: The Role of Trust and Perceived Risks in Purchased Decision

“…Based on the review of literature, there are a few researches which include world-mindedness in purchased decision. The occurrence of time lag is due to the pre and post examinations that were conducted before 2009 often discussed nationalism/patriotism through ethnocentrism study by using CETSCALE measurement (Chryssochoidis et al, 2007). Furthermore, there was no measurement tool that was able to reflect or construct world-mindedness (Riefer & Diamantopoulus, 2009).…”