Examples Of Consumer Ethnocentrism

2.4 Consumer Ethnocentric Tendency (CET)
According to Matic (2013), consumer ethnocentrism elucidates the reason for which consumers choose domestic over foreign products and besides, it identifies the significant impact on the strength of consumers’ ethnocentric tendencies. Ethnicity plays a role in shaping attitudes towards foreign brands, depending on social and historical reasons (Abraham, Patro). CET involves an inclination of buyers to turn away from imported products, irrespective of their prices and quality, due to nationalistic reasons (Shankarmahesh, 2006). Shimp and Sharma
(1987) have equally considered non-ethnocentric consumers. As deemed right by them, this type of consumers regard foreign products as objects to be evaluated on

These factors and their effects on CET have been shown in Figure 2.4.2.
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Figure 2.4.2: Antecedents and Their Effects on Consumer Ethnocentrism: A Framework
Adapted from Jain and Jain (2013) and Shankarmahesh (2006)
Socio-Psychological Antecedents
Patriotism
The following hypothesis will elaborate on the patriotism level, as far as ‘Made in Moris’ is concerned: H1: There is a significant difference in consumer ethnocentrism, based on patriotism.
Stearns et al (2003) have defined patriotism as the positive emotions and loyalty one feels for a country. Moreover, studies conducted by Nagashima (1970) has expanded the concept of patriotism and CET, implying that consumers develop a positive perception of the local products, compared to foreign ones, that is they act favorably, evaluating their own country’s brands.
Bandara et al (2012) have described an ethnocentric person as one who may judge other groups, pertaining to cultural dimensions of language, behavior, customs, and religion of his or her own group. Nevertheless, ‘Made in Moris’ brand has had a warm welcome for the

Conservatism
H2: There is a significant difference in consumer ethnocentrism as far as conservatism is concerned. Sharma et al (1995) have defined conservative persons as those who keep alive traditions and social institutions, passing through difficult times and changes successfully. The authors adjoined that conservatism exhibit intolerance, perseverance on strict rules and punishments.
They also found a positive relationship between CET and conservatism. The campaign ‘ena nou lamain ladan’ of the collective brand ‘Made in Moris’ depicts the traditions of the elderly persons, that is it involves the local brands in existence since years in Mauritius. It did not neglect children and youngsters while broadcasting it.
Collectivism
The authors have equally considered the collectivist goals whereby consumers in group reveal more ethnocentric tendencies, compared to individualist people. Thus, this gives rise to a positive correlation between CET and collectivism as per previous studies carried out by Sharma et al
(1995).
Salience
Salience is the risk from foreign competition to the domestic industry and local workers. (Jain and Jain, 2013). There exists a positive relationship between salience and CET, according