IDEAS home Printed from https://ideas.repec.org/a/vrs/manmar/v13y2018i2p996-1013n11.html
   My bibliography  Save this article

Trends in ethnocentrism of Romanian consumers and their attitudes towards the marketplace

Author

Listed:
  • Stamule Stere

    (The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

This paper investigates Romanian consumer ethnocentrism and the Romanian consumers’ attitudes towards local products and towards campaigns promoting local products. The research was conducted through a questionnaire addressed to a sample containing two groups of respondents. The sample was organized also into two groups: Millennials (consumers aged between 15 and 34 years old) and Non-Millennials (35-over 65 years old). It was tested the hypothesis that Millennials are less ethnocentric compared to the Millennials. Another hypothesis of the research consists of the fact that the Millennials consumers’ attitudes towards local products and towards local campaigns promoting local products show lower scores in comparison with the consumers belonging to the other group. The obtained results of this research highlight the following: there are not significant differences between the two groups regarding the level of ethnocentrism and their attitudes towards consumption of local products and campaigns promoting local products, however Millennials show more interest to the products that offer the best value for money whether they are done or not in Romania in comparison with Non-Millennials. The Romanian consumers would also like that the state and the industry involve more in supporting the local products.

Suggested Citation

  • Stamule Stere, 2018. "Trends in ethnocentrism of Romanian consumers and their attitudes towards the marketplace," Management & Marketing, Sciendo, vol. 13(2), pages 996-1013, June.
    • Handle: RePEc:vrs:manmar:v:13:y:2018:i:2:p:996-1013:n:11
    DOI: 10.2478/mmcks-2018-0019
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/mmcks-2018-0019
    Download Restriction: no
    File URL: https://libkey.io/10.2478/mmcks-2018-0019?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ravi Parameswaran & Attila Yaprak, 1987. "A Cross-National Comparison of Consumer Research Measures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 18(1), pages 35-49, March.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Fazio, Russell H & Powell, Martha C & Williams, Carol J, 1989. "The Role of Attitude Accessibility in the Attitude-to-Behavior Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 280-289, December.
    4. Dumitru Miron & Alina Mihaela Dima & Simona Vasilache, 2010. "Models Of The Intra-Regional Trade Influence On Economic Sustainable Development In Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 27-35, February.
    5. Javalgi, Rajshekhar G. & Khare, Virginie Pioche & Gross, Andrew C. & Scherer, Robert F., 2005. "An application of the consumer ethnocentrism model to French consumers," International Business Review, Elsevier, vol. 14(3), pages 325-344, June.
    6. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    7. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
    8. Lindquist, Jay D. & Vida, Irena & Plank, Richard E. & Fairhurst, Ann, 2001. "The modified CETSCALE: validity tests in the Czech Republic, Hungary, and Poland," International Business Review, Elsevier, vol. 10(5), pages 505-516, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stamule Stere & Bora Trajani, 2015. "Review of the theoretical and empirical literature of consumer ethnocentrism," Social Sciences and Education Research Review, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 2(1), pages 41-54, August.
    2. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.
    3. Liza Rybina & James Reardon & Janet Humphrey, 2010. "Patriotism, Cosmopolitanism, Consumer Ethnocentrism and Purchase Behavior in Kazakhstan," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 1(2).
    4. Jo, Myung-Soo & Nakamoto, Kent & Nelson, James E., 2003. "The shielding effects of brand image against lower quality countries-of-origin in global manufacturing," Journal of Business Research, Elsevier, vol. 56(8), pages 637-646, August.
    5. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economi­a Agraria (Revista Economia Agraria), Agrarian Economist Association (AEA), Chile, vol. 17, pages 1-17, December.
    6. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    7. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco & Mason, Michela, 2018. "A qualitative comparative analysis (QCA) of satisfaction toward extreme sporting Events," Australasian marketing journal, Elsevier, vol. 26(4), pages 358-368.
    8. Li, Fajin & Cheng-Xi Aw, Eugene & Wei-Han Tan, Garry & Cham, Tat-Huei & Ooi, Keng-Boon, 2022. "The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    9. Maria Palazzo & Agostino Vollero & Alfonso Siano, 2016. "Identifying new segments from a global branding perspective: a three-country study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(4), pages 159-171, December.
    10. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    11. Litvine, Dorian & Gazull, Laurent & Dabat, Marie-Hélène, 2014. "Assessing the potential demand for biofuel by combining Economics and Psychology: A focus on proximity applied to Jatropha oil in Africa," Ecological Economics, Elsevier, vol. 100(C), pages 85-95.
    12. Heydari, Ali & Laroche, Michel & Paulin, Michèle & Richard, Marie-Odile, 2021. "Hofstede's individual-level indulgence dimension: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    13. Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 3(11), pages 30-44, November.
    14. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    15. Sheng Yang CHIU, 2015. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers," Journal of Economics and Behavioral Studies, AMH International, vol. 7(3), pages 6-13.
    16. Sihem Dekhili & Mohamed Achabou, 2015. "The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel," Journal of Business Ethics, Springer, vol. 131(1), pages 89-106, September.
    17. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Understanding influencer marketing: The role of congruence between influencers, products and consumers," Journal of Business Research, Elsevier, vol. 132(C), pages 186-195.
    18. Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, LAR Center Press, vol. 3(11), pages 30-44, November.
    19. Ilyuk, Veronika, 2018. "Like throwing a piece of me away: How online and in-store grocery purchase channels affect consumers’ food waste," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 20-30.
    20. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmar:v:13:y:2018:i:2:p:996-1013:n:11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.