Measuring Consumer Ethnocentrism: An Assessment of Reliability, Validity and Dimensionality of the CETSCALE in a Developing Market

Measuring Consumer Ethnocentrism: An Assessment of Reliability, Validity and Dimensionality of the CETSCALE in a Developing Market

Author: 
Makanyeza, Charles
Publisher: 
Taylor & Francis Group
Date published: 
2016
Record type: 
Responsibility: 
du Toit, Francois, jt. author
Journal Title: 
Journal of African Business
Source: 
Journal of African Business, Vol 17, No. 2, May-August 2016, pp. 188-208
Abstract: 

Based on 305 surveyed consumers in Zimbabwe's two major cities (Harare and Bulawayo), the study sought mainly to measure consumer ethnocentrism and to test psychometric properties of the CETSCALE in Zimbabwe using structural equation modeling. It was established that the construct of consumer ethnocentrism comprises two dimensions, namely negative influence of foreign products, and preference for domestic products. Consumer ethnocentrism was found to be moderately high. The psychometric properties of the CETSCALE tested above the required thresholds. Consumer ethnocentrism was found to negatively influence consumer attitude towards imported poultry products. The study has implications for managers and future researchers.

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CITATION: Makanyeza, Charles. Measuring Consumer Ethnocentrism: An Assessment of Reliability, Validity and Dimensionality of the CETSCALE in a Developing Market . : Taylor & Francis Group , 2016. Journal of African Business, Vol 17, No. 2, May-August 2016, pp. 188-208 - Available at: http://library.au.int/measuring-consumer-ethnocentrism-assessment-reliability-validity-and-dimensionality-cetscale-0