What Is Consumer Ethnocentrism?

Consumer ethnocentrism refers to the study of how the country of origin of the product (COO) of the consumer evaluates the products of different countries and compares them. In the international market, which country a product comes from influences consumers' choice of product.

Consumer ethnocentrism

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Consumer ethnocentrism refers to the study of how the country of origin (COO) of the product is evaluated by consumers

The concept of Consumer Ethnocentrism Tendency CET was proposed by American scholars Shimp and Sharma in 1987. At the same time, they completed the Consumer Ethnocentrism Tendency Scale CETSCALRE), confirming the nationality of American consumers. Numerous studies have found that consumers' evaluations of imported or domestic brands are affected by many or objective or subjective factors. Among them, consumers often give more positive evaluations of domestic products. This evaluation is because each consumer has The inherent preference for domestic goods or prejudice against imported goods is a national standard phenomenon of consumption, that is, consumer ethnocentrism. general speaking,

The strength of consumer ethnocentrism can be determined by the CETSCALRE

The domestic marketing research literature on Chinese consumer ethnocentrism is scarce, and the adaptability of consumer ethnocentrism in the Chinese market needs further demonstration. In the article "An Empirical Study of Chinese Consumers' Ethnocentrism", Dr. Wang Haizhong divided Chinese consumers into Chinese Generation X (born 1977-1989), Chinese Baby Boomers (born 1961-1976), and the "Cultural Revolution" according to age Generations (born 1945-1960) in three generations of market segments, three generations of consumers have varying degrees of ethnocentrism, reflected in general attitudes, beliefs, and tendency to purchase domestic products. Among them, China s Gen X has a weak ethnocentrism, tending to foreign goods, and the evaluation of foreign goods is higher than that of domestic goods. The Chinese baby boomer generation has a certain ethnocentrism, and there is no obvious bias of foreign goods and domestic goods. Ethnocentrism is strong, tending to domestic products, the evaluation of domestic products is higher than foreign products. This division has certain reference significance for the study of Chinese consumer ethnocentrism.