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

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  • Charles Makanyeza
  • Francois du Toit

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.

Suggested Citation

  • Charles Makanyeza & Francois du Toit, 2016. "Measuring Consumer Ethnocentrism: An Assessment of Reliability, Validity and Dimensionality of the CETSCALE in a Developing Market," Journal of African Business, Taylor & Francis Journals, vol. 17(2), pages 188-208, May.
    • Handle: RePEc:taf:wjabxx:v:17:y:2016:i:2:p:188-208
    DOI: 10.1080/15228916.2016.1138270
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    Cited by:

    1. Kilders, Valerie & Caputo, Vincenzina & Liverpool-Tasie, Lenis Saweda O., 2021. "Consumer ethnocentric behavior and food choices in developing countries: The case of Nigeria," Food Policy, Elsevier, vol. 99(C).
    2. Shaun McQuitty, 2018. "The Purposes of Multivariate Data Analysis Methods: an Applied Commentary," Journal of African Business, Taylor & Francis Journals, vol. 19(1), pages 124-142, January.
    3. Ilva Isa & Bederiana Shyti & Kamen Spassov, 2020. "Multiple Regression Analysis used in Analysis of Private Consumption and Public Final Consumption Evolution, case of Albanian Economy," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 3, ejme_v3_i.
    4. Kilders, Valerie & Lineback, Caitlinn & Malone, Trey & Caputo, Vincenzina & McKendree, Melissa G.S., 2022. "The Tart Cherry Market and Purchasing Preferences in the United States," Staff Paper Series 317810, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    5. Riddhish N. Joshi & Yogesh C. Joshi, 2021. "An Assessment of CETSCALE in Liberalised Economy," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 3-22.

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