The role of consumer ethnocentrism in food product evaluation

Ulrich R. Orth and Zuzana Firbasová
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Ulrich R. Orth: Agribusiness & Food Marketing, College of Business, Oregon State University, 15210 NE Miley Road, Aurora, OR 97002-9543. E-mail: ulrich.orth@oregonstate.edu, Postal: Agribusiness & Food Marketing, College of Business, Oregon State University, 15210 NE Miley Road, Aurora, OR 97002-9543. E-mail: ulrich.orth@oregonstate.edu
Zuzana Firbasová: Department of Marketing and Trade, Mendel University Brno, Zemedelska 1, 613 00 Brno, Czech Republic. E-mail: zfirbasova@yahoo.com, Postal: Department of Marketing and Trade, Mendel University Brno, Zemedelska 1, 613 00 Brno, Czech Republic. E-mail: zfirbasova@yahoo.com

Agribusiness, 2003, vol. 19, issue 2, 137-153

Abstract: Despite the abundance of literature on country-of-origin (COO) effects there is a need for additional empirical research into antecedents of the COO effect. This study examines to what extent consumer ethnocentrism (as measured by the CETSCALE) can singularly, as well as in concert with other variables, predict consumers' evaluation of a domestic versus foreign food product. A conjoint experiment was utilized in an exploratory analysis to ascertain the value consumers in Czech Republic place on yogurt being from their own or other countries. The resulting utilities were related to a consumer's level of ethnocentrism. The findings suggest that consumer ethnocentrism is a strong and significant predictor of consumer product evaluations. Adding the ethnocentrism variable to a set of demographic and psychographic variables significantly improves the predictive ability of the set. Potential applications at the practitioners' level include the identification of market segments that react more favorably to domestic produce. [EconLit citations: M310, Q130, C120.] © 2003 Wiley Periodicals, Inc. Agribusiness 19: 137-153, 2003.

Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:19:y:2003:i:2:p:137-153

DOI: 10.1002/agr.10051

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