STOKLASA, Michal and Halina STARZYCZNÁ. Consumer Ethnocentrism of Moravian-Silesian Region: comparison of CETSCALE research 2013/17. In XX. Mezinárodní kolokvium o regionálních vědách sborník příspěvků. Neuveden: Neuveden, 2017, p. 590-597, 7 pp. ISBN 978-80-210-8586-2.
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Basic information
Original name Consumer Ethnocentrism of Moravian-Silesian Region: comparison of CETSCALE research 2013/17
Authors STOKLASA, Michal (203 Czech Republic, belonging to the institution) and Halina STARZYCZNÁ (203 Czech Republic, belonging to the institution).
Edition Neuveden, XX. Mezinárodní kolokvium o regionálních vědách sborník příspěvků, p. 590-597, 7 pp. 2017.
Publisher Neuveden
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
Publication form storage medium (CD, DVD, flash disk)
RIV identification code RIV/47813059:19520/17:00010832
Organization unit School of Business Administration in Karvina
ISBN 978-80-210-8586-2
Keywords in English Consumer ethnocentrism; CETSCALE; demographic factors; foreign products; regional products.
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:57.
Abstract
The aim of this article is to measure the Consumer Ethnocentrism (further as CE) in the Moravian-Silesian region in the Czech Republic utilizing the CETSCALE. The research was focused on finding the strength of individual CETSCALE scales and the dependency of CE on demographic factors. Literature review describes the development of CE, and more importantly the CETSCALE, with some of its critics and constraints. The research took place in the MS Region and the sample consisted of 439 respondents. All the data is compared with our previous research from 2013. According to Cronbach's Alpha, the data is consistent and therefore reliable to explain CE. The main findings are the strength of the CE is as high as 66.3% of the overall possible score, which ranks this region amongst ones with the highest CE. In both, the 2013 and 2017 data, we can observe strong evidence of consumers in this region being highly ethnocentric, supporting local products and local producers, with negative perception of foreign products. In 2014, only education and net monthly income were proven to have statistically significant impact on CE, in 2017 also the age categories.
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