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The role of consumer ethnocentrism in food product evaluation


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  • Ulrich R. Orth

    (Agribusiness & Food Marketing, College of Business, Oregon State University, 15210 NE Miley Road, Aurora, OR 97002-9543. E-mail:

  • Zuzana Firbasová

    (Department of Marketing and Trade, Mendel University Brno, Zemedelska 1, 613 00 Brno, Czech Republic. E-mail:

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    Despite the abundance of literature on country-of-origin (COO) effects there is a need for additional empirical research into antecedents of the COO effect. This study examines to what extent consumer ethnocentrism (as measured by the CETSCALE) can singularly, as well as in concert with other variables, predict consumers' evaluation of a domestic versus foreign food product. A conjoint experiment was utilized in an exploratory analysis to ascertain the value consumers in Czech Republic place on yogurt being from their own or other countries. The resulting utilities were related to a consumer's level of ethnocentrism. The findings suggest that consumer ethnocentrism is a strong and significant predictor of consumer product evaluations. Adding the ethnocentrism variable to a set of demographic and psychographic variables significantly improves the predictive ability of the set. Potential applications at the practitioners' level include the identification of market segments that react more favorably to domestic produce. [EconLit citations: M310, Q130, C120.] © 2003 Wiley Periodicals, Inc. Agribusiness 19: 137-153, 2003.

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    Bibliographic Info

    Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

    Volume (Year): 19 (2003)
    Issue (Month): 2 ()
    Pages: 137-153

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    Handle: RePEc:wly:agribz:v:19:y:2003:i:2:p:137-153

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    1. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 5(2), pages 103-23, Se.
    2. Robert A Peterson & Alain J P Jolibert, 1995. "A Meta-Analysis of Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan, vol. 26(4), pages 883-900, December.
    3. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, Elsevier, vol. 20(5), pages 521-546, October.
    4. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan, vol. 13(1), pages 89-100, March.
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    Cited by:
    1. Berta Schnettler & Horacio Miranda & José Sepúlveda & Marianela Denegri & Marcos Mora & Germán Lobos, 2012. "Satisfaction with Life and Food-Related Life in Persons of the Mapuche Ethnic Group in Southern Chile: A Comparative Analysis Using Logit and Probit Models," Journal of Happiness Studies, Springer, Springer, vol. 13(2), pages 225-246, April.
    2. Vivian Iara Strehlau & Mateus Canniatti Ponchio & Eduardo Loebel, 2012. "An Assessment of the consumer ethnocentric scale (CETSCALE): evidences from Brazil," Brazilian Business Review, Fucape Business School, Fucape Business School, vol. 9(4), pages 103-126, October.
    3. 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, Spanish Association of Agricultural Economists, vol. 17.
    4. Jose Cadima Ribeiro & Jose Freitas Santos, 2006. "Regional Products, Regions' Reputation and Commercial Strategies: A Tale of Two Cheese Suppliers," ERSA conference papers ersa06p66, European Regional Science Association.
    5. Rewerts, Astrid Lucie & Hanf, Jon Henrich, 2006. "Culture and values - their relevance for marketing strategies," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece, European Association of Agricultural Economists 10113, European Association of Agricultural Economists.
    6. Krystallis, Athanasios & Chryssochoidis, George M., 2006. "Does the country-of-origin (COO) of food products influence consumer evaluations? An empirical examination of ham and cheese," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece, European Association of Agricultural Economists 10027, European Association of Agricultural Economists.
    7. Bolliger, Conradin, 2011. "Assessing Consumers' Cognitive, Affective and Normative Associations on Willingness-to-pay for Domestic Foods," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland, European Association of Agricultural Economists 114259, European Association of Agricultural Economists.
    8. Riccardo Scarpa & George Philippidis & Fiorenza Spalatro, 2005. "Product-country images and preference heterogeneity for Mediterranean food products: A discrete choice framework," Agribusiness, John Wiley & Sons, Ltd., John Wiley & Sons, Ltd., vol. 21(3), pages 329-349.
    9. Santos, J. Freitas & Ribeiro, J. Cadima, 2005. "Product Attribute Saliency and Region of Origin: Some Empirical Evidence from Portugal," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark, European Association of Agricultural Economists 24667, European Association of Agricultural Economists.


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