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Some Evidence of Consumer Ethnocentrism in Australia

Published online by Cambridge University Press:  18 September 2015

Rajendra Mulye ,
John Rickard  and
Timothy Higginson
Rajendra Mulye
Affiliation:
Royal Melbourne Institute of Technology, Faculty of Business, Marketing Group, GPO Box 2476V, Melbourne, VIC 3001, Email: rajum@rmit.edu.au, Tel: (03) 9660 5561, Fax: (03) 9654 7483
John Rickard
Affiliation:
Monash University, Faculty of Business and Economics, Caulfield, VIC 3145, Email: john.rickard@buseco.monash.edu.au, Tel: (03) 9903 2960
Timothy Higginson
Affiliation:
Mojo Australia Pty. Ltd., City Road, S. Melbourne, VIC 3000, Tel: (03) 9787 6116
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Abstract

The nature of consumer ethnocentrism in Australia is examined through the application of the CETSCALE to a total of 377 respondents from Victoria. Two groups of respondents — members of the Australian Owned Companies Association (AOCA) and a comparable sample from the general population were used to assess ‘known group validity’ of the scale. The results suggest that the CETSCALE is a reliable measure of consumer ethnocentrism in Australia and offers evidence of ‘known group validity.’ Two underlying dimensions of ethnocentrism, termed emotional and reasoned ethnocentrism, were detected and found to be invariant across the two groups. Awareness and knowledge of three Australian made logos was found to be lower than expected for both groups.

Type
Research Article
Information
Journal of Management & Organization , Volume 3 , Issue 2 , March 1997 , pp. 1 - 11
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 1997 

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