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Journal of African Business Volume 17, 2016 - Issue 2
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Original Articles

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

Charles MakanyezaDepartment of Marketing, Chinhoyi University of Technology, Chinhoyi, ZimbabweCorrespondence[email protected]
&
Francois du ToitStrategy–International Business, UNISA, Graduate School of Business Leadership, Midrand, South Africa
Pages 188-208 | Received 09 Oct 2015, Accepted 01 Jan 2016, Published online: 08 Feb 2016
 
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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.

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