Ethnocentrism and Domestic Food Choice: Insights From an Affluent Protectionist Market

ABSTRACT

This study has investigated the domestic food choices of consumers in an affluent protectionist market, and the role of consumer ethnocentrism in relation to those choices. A short focus group method called CurroCus-groups were chosen for the study. Seven group interviews were conducted with a total of 54 respondents. The data was analyzed using a two level Grounded Theory approach. The analysis resulted in two main categories and five subcategories, all indicating the consumers’ different reasons for choosing domestic food. The two main categories are social involvement and quality whereas the five subcategories are sensory quality, food safety, products, environmental care and Jobs and producers. Consumer ethnocentrism was discussed in relation to the categories and different levels of consumer ethnocentrism were found in some, but not all of the categories.

KEYWORDS:

• ethnocentrism
• food choice
• focus groups
• Grounded Theory
• affluent market