Consumer ethnocentrism in Malta : implications for local manufacturers

Abstract

Consumer ethnocentrism refers to the assessment made by consumers of the country of origin or 'made-in' label information that accompanies a product. The effect of dogmatism and the social class variables on consumer ethnocentrism is explored is a survey of local consumers. The results show that dogmatism and age are positively related with consumer ethnocentrism. They also indicate that consumer ethnocentrism is lower among consumers with higher levels of education. The implications of the findings for manufacturers targeting the local market are discussed.