Factors underlying the phenomenon of consumer ethnocentricity: evidence from four central European countries

Abstract

It has been suggested that ethnic sentiment is becoming one of the strongest motivations in consumer purchasing behavior in the contemporary marketplace, particularly in economies undergoing major reforms such as those in Central and Eastern Europe (CEE). While the consequences of consumer ethnocentric tendencies have been well acknowledged in empirical research, the sources of this phenomenon have yet to be established. The present study inquired into cultural openness and demographic variables as antecedents to consumer ethnocentricity. Theory based propositions were investigated on samples of consumers in four CEE countries. The results revealed relatively low ethnocentric tendencies, which differed significantly across the countries. Furthermore, brand awareness as an indicator of cultural openness, age and gender were all found to be significant determinants of this phenomenon. The paper concludes by providing a platform for further discussion on the role of ethnocentrism research.

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