CONSUMER ETHNOCENTRISM OF MORAVIAN-SILESIAN REGION: COMPARISON OF CETSCALE RESEARCH 2013/17
CONSUMER ETHNOCENTRISM OF MORAVIAN-SILESIAN REGION: COMPARISON OF CETSCALE RESEARCH 2013/17

Author(s): Michal Stoklasa, Halina Starzyczná
Subject(s): Demography and human biology, Present Times (2010 - today), Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: consumer ethnocentrism; CETSCALE; demographic factors; foreign products; regional products;
Summary/Abstract: The aim of this article is to measure the Consumer Ethnocentrism (further as CE) in the Moravian-Silesian region in the Czech Republic utilizing the CETSCALE. The research was focused on finding the strength of individual CETSCALE scales and the dependency of CE on demographic factors. Literature review describes the development of CE, and more importantly the CETSCALE, with some of its critics and constraints. The research took place in the MS Region and the sample consisted of 439 respondents. All the data is compared with our previous research from 2013. According to Cronbach's Alpha, the data is consistent and therefore reliable to explain CE. The main findings are the strength of the CE is as high as 66.3% of the overall possible score, which ranks this region amongst ones with the highest CE. In both, the 2013 and 2017 data, we can observe strong evidence of consumers in this region being highly ethnocentric, supporting local products and local producers, with negative perception of foreign products. In 2014, only education and net monthly income were proven to have statistically significant impact on CE, in 2017 also the age categories.

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