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Consumer Ethnocentrism of Moravian-Silesian Region: Comparison of CETSCALE Research 2013/17

Michal Stoklasa ()
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Michal Stoklasa: Department of Business Economics and Management, School of Business Administration, Silesian University

No 37, Working Papers from Silesian University, School of Business Administration

Abstract: The aim of this article is to measure the Consumer Ethnocentrism 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 consumer ethnocentrism, and more importantly the CETSCALE, with some of its critics and constraints. Then the research methodology is presented. The research took place in the Moravian-Silesian Region and the sample consisted of 439 respondents. All the data is compared with our previous research from 2013, interpreted and the results are discussed. 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. Highly interesting are the results of the dependence of CE on the demographic factors. In 2014, only education and net monthly income were proven to have statistically significant impact on CE, in 2017 also the age categories.

Keywords: consumer ethnocentrism; CETSCALE; demographic factors; foreign products; regional products (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-tra
Date: 2017-01-30
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