Consumer Ethnocentrism: a Concept to Support the Increase the Economic Resilience of a Market
Consumer Ethnocentrism: a Concept to Support the Increase the Economic Resilience of a Market

Summary/Abstract: This paper aims to identify some local specifics of the ethnocentrism tendencyin Romania, together with some socio-psychological variables related to buying localproducts. It was also analyzed the existence of a correlation between the socioeconomic development of a county and the level of ethnocentrism of consumers in thatcounty. In order to be able to assess the level of socio-economic development, anaggregate indicator composed of five dimensions was built. Most of the data wasgathered using a structured online questionnaire, filled by 1246 Romanians, but therewas also used the statistical data. Ethnocentrism was measured using the consumerethnocentric tendency scale (CETSCALE). The socio-psychological variables wereused to measure if they have influence on the CETSCALE. The data was analyzed withthe SPSS 20.0 statistics software for Windows, using descriptive statistics, factoranalysis and correlation. The search results show some regional aspects of theconsumers that could be of interest for companies and government.

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