Some Evidence of Consumer Ethnocentrism in Australia

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.