An Empirical Investigation of Consumer Ethnocentrism in Australia

Greg Elliott, Ross Cameron, Chandrama Acharya

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This paper examines, firstly, the evidence for the existence of “consumer ethnocentrism”, as defined by Shimp and Sharma, in Australia, and, secondly, the existence of home-country bias, the latter through the use of conjoint analysis. Thirdly, the links between these two issues are explored, and the
question whether CETSCALE can adequately measure the ethnocentric tendencies of consumers to buy domestic products is examined. The results show that, though correlations between consumer ethnocentrism and perceived quality, and choice, of domestically assembled and designed products are positive, the values were found to be weak suggesting that, for the majority of the population, consumer ethnocentrism would not be a major factor influencing the choice of the domestic product.
Original languageEnglish
Title of host publicationAustralian and New Zealand Marketing Academy Conference proceedings
Subtitle of host publicationBridging Marketing Theory and Practice
EditorsS. Chetty, B. Collins
Place of PublicationAuckland, New Zealand
PublisherAustralian and New Zealand Marketing Academy
Number of pages10
ISBN (Print)0473082063
Publication statusPublished - 2001
EventAustralian and New Zealand Marketing Academy Conference 2001: Bridging Marketing Theory and Practice - Massey University, Auckland, New Zealand
Duration: 1 Dec 20015 Dec 2001


ConferenceAustralian and New Zealand Marketing Academy Conference 2001
Abbreviated titleANZMAC 2001
Country/TerritoryNew Zealand
City Auckland


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