A meta-analysis of consumer ethnocentrism across 57 countries |
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| Institution: | 1. Bayes Business School, City University, 106 Bunhill Row, London EC1 8TZ, UK;2. Aristotle University of Thessaloniki, University Campus, Thessaloniki 541 24, Greece;1. Erasmus School of Economics, Erasmus University Rotterdam, the Netherlands;2. London School of Economics, United Kingdom;3. IESE Business School, University of Navarra, Spain;1. Goizueta Business School, Emory University, Atlanta, Georgia, USA;2. Whitman School of Management, Syracuse University, Syracuse, New York, USA;3. School of Busines, Yonsei University, Seoul, Korea;1. Assistant Professor of Marketing, Rawls College of Business, Texas Tech University Lubbock, Texas 79424, USA;2. Dapper Fellow in Marketing, Professor of Marketing, Ivy College of Business, Iowa State University, CLMP Research Fellow, Indian School of Business, Gerdin Business Building, Ames, IA 50011-1350, USA;3. Frank J. and Jane E. Ryan Endowed Chair, Professor, Strategy and Innovation, Villanova School of Business, Villanova University, 800 E. Lancaster Avenue, Villanova, PA 19085, USA;4. Assistant Professor of Marketing, College of Business, North Dakota State University, Richard H. Barry Hall #342, Fargo, ND 58108, USA;1. Brazilian School of Public and Business Administration, FGV/EBAPE, Jornalista Orlando Dantas, 30, Rio De Janeiro, RJ 22231-010, Brazil;2. Terry College of Business, University of Georgia, C302 Benson Hall, Athens, GA 30602, United States;1. Saunders College of Business, Rochester Institute of Technology, United States;2. Poole College of Management, North Carolina State University, United States;3. Amsterdam Business School, University of Amsterdam, the Netherlands;4. Faculty of Mathematical Sciences, Ferdowsi University of Mashhad, Iran;1. CUHK Business School, The Chinese University of Hong Kong, 1134 Cheng Yu Tung Building, No.12, Chak Cheung Street, Shatin, N.T., Hong Kong;2. The Samuel Curtis Johnson Graduate School of Management, Cornell University, 351 Sage Hall, Cornell University, Ithaca, NY 14853, USA |
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| Abstract: | The concept of consumer ethnocentrism was introduced more than 30 years ago, and since then it has received keen interest among academic researchers. However, empirical evidence in published studies has been inconclusive and many macro-drivers of consumer ethnocentrism received cursory attention. This study meta-analyses 240 studies from 57 countries and tries to understand the key drivers of consumer ethnocentrism. The results indicate that consumer ethnocentrism is a universal phenomenon and is driven by culture and the interaction of economic and ethnic diversity variables. Challenging popular beliefs, the findings suggest that neither globalization nor economic threats are unconditional drivers of consumer ethnocentrism. Their effects are conditional on cultural values and economic situation. Results provide evidence that multi-ethnic societies tend to be more consumer ethnocentric when the culture of a country is not strong in egalitarianism. Finally, the paper presents evidence that consumer ethnocentrism affects the imports of consumer goods in a country. |
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| Keywords: | Consumer ethnocentrism Globalization Ethnic diversity Culture Economic Conditions |
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