Trends in ethnocentrism of Romanian consumers and their attitudes towards the marketplace

Open access

Abstract

This paper investigates Romanian consumer ethnocentrism and the Romanian consumers’ attitudes towards local products and towards campaigns promoting local products. The research was conducted through a questionnaire addressed to a sample containing two groups of respondents. The sample was organized also into two groups: Millennials (consumers aged between 15 and 34 years old) and Non-Millennials (35-over 65 years old). It was tested the hypothesis that Millennials are less ethnocentric compared to the Millennials. Another hypothesis of the research consists of the fact that the Millennials consumers’ attitudes towards local products and towards local campaigns promoting local products show lower scores in comparison with the consumers belonging to the other group. The obtained results of this research highlight the following: there are not significant differences between the two groups regarding the level of ethnocentrism and their attitudes towards consumption of local products and campaigns promoting local products, however Millennials show more interest to the products that offer the best value for money whether they are done or not in Romania in comparison with Non-Millennials. The Romanian consumers would also like that the state and the industry involve more in supporting the local products.

Adorno, T., Frenkel-Brunswick, E., Levinson, D., & Sanford, R. (1950), “The authoritarian personality”, New York: Harper.

Andrei, A.G. (2017), “The impact of nation branding campaigns on country image. Case study: Romania”, Management & Marketing. Challenges for the Knowledge Society, Vol. 12, No. 2, pp. 222-236. DOI: 10.1515/mmcks-2017-0014.

Ajzen, I., (1985; 1987), “From intentions to actions: A theory of planned behavior”, Action control, pp. 11-39.

Ajzen, I., (1991), “The theory of planned behavior. Organizational behavior and human decision processes”, Vol. 50, No. 2, pp. 179-211.

Barbu, C. M. & Crăciun, L., (2011), “DETERMINING CONSUMERS’ PROPENSITY TO BUY ROMANIAN PRODUCTS”, Management & Marketing Journal, Vol. 9, No. 2, pp. 255-264.

Bella, P., (1993), “Don’t forget the EE Consumer.” Business Eastern Europe, Vol. 22, No. 5, pp. 1-2.

Cameron, R. & Elliot, G., (1998), “The ‘Country-of-Origin Effect’ and Consumer Attitudes to ‘Buy Local’ Campaigns: Australian Evidence”, Australasian Marketing Journal, Vol. 6, No. 2, pp. 39-50.

Corodeanu, D. (2015), “Consumer’s protection from the generation Y’s perspective. A research based on scenarios”, Published at the 7th International Conference on Globalization and Higher Education in Economics and Business Administration, GEBA 2013.

DeMaria, A., (2013), “Here Come the Millennials” Article published in Journal of the American College of Cardiology.

Dima, A. M. and Vasilache S. N., (2013), “An Analysis on the Link Between Emerging Markets MNEs’ Reputation and Corporate Social Responsibility”, in Liam Leonard, Maria Alejandra Gonzalez-Perez (ed.) Principles and Strategies to Balance Ethical, Social and Environmental Concerns with Corporate Requirements (Advances in Sustainability and Environmental Justice, Volume 12) Emerald Group Publishing Limited, pp.51 – 66.

Dornoff, R. J., Tankertsley, C. B. & White, G. P. (1974), “Consumers’ perceptions of imports”, Arkon Business and Economic Review, Vol. 5 (Summer), pp. 26-29.

Durvasula, S., Andrews, C. J. and Netemeyer, R. G. (1997), “A cross-cultural comparison of consumer ethnocentrism in the United States and Russia”, Journal of International Consumer Marketing, Vol. 9, No. 4, pp. 73–84.

Fazio, R. H., Powell, M. C. & William, C. J., (1989), “The role of attitude accessibility in the attitude-to-behavior process”, Journal of Consumer Research, Vol. 16, pp. 280– 288.

Greenberg E. H. and Weber K. (2008), “Generation We: How Millennial Youth Are Taking Over America and Changing Our World Forever”, Emeryville: Pachatusan.

Han, C.M. and Terpstra, V. (1988), “Country of origin effects for uni-national and bi-national products”, Journal of International Business Studies, Vol. 19 No. 2, pp. 235-55.

Herche, J. (1992), “A note on the predictive validity of the CETSCALE”, Journal of the Academy of Marketing Science, Vol. 20 No. 3, pp. 261-4.

Hobart, J. W. and Sendek, H. (2016), “Generaţia Mileniului 3 şi evoluţia leadershipului”, Bucureşti, Editura BMI.

Janga, J., Kimb, W. and Bonnc, M., (2011), “Generation Y consumers’ selection attributes and behavioral intentions concerning green restaurants” Published in the International Journal of Hospitality Management Vol. 30, (2011), pp. 803– 811.

Javalgi, R. G., Khare, V. P., Gross, A. C. & Scherer, R. F., (2005), “An application of the consumer ethnocentrism model to French consumers”, International Business Review, Vol. 14, No. 3, pp. 325-344.

Kaynak, E. & Kara, A., (2002), “Consumer perceptions of foreign products: An analysis of product-country images and ethnocentrism.” European Journal of Marketing, Vol. 36, pp. 928-949.

Lindquist, J.D., Vida, D., Plank, R.E. and Fairhurst, A. (2001), “The modified CETSCALE: validity tests in the Czech Republic, Hungary, and Poland”, International Business Review, Vol. 10, No. 5, pp. 505-16.

Luque-Martinez, T., Ibanez-Sapata, J.A. and del Barrio-Garcia, S., (2000), “Consumer ethnocentrism measurement: an assessment of the reliability and validity of the CETSCALE in Spain”, European Journal of Marketing, Vol. 34, Nos 11/12, pp. 1353-73.

McCracken, G., (1986), “Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods”, Journal of Consumer Research, Vol. 13, pp. 71-84.

Meiler, P., (1993). “Eastern Europe: testing Western brands’ Eastern impact. Marketing.”

Miron, D., Dima, A.M. and Vasilache, S., (2010), “Models of the Intra-regional Trade Influence on Economic Sustainable Development in Romania”, Amfiteatru Economic.

Nasierowski, W., (1996), “Emerging patterns of reformations in Central Europe: the Czech Republic, Hungary and Poland” Journal of East-West Business, Vol. 1, Nos.1/4, pp. 143-171.

Nowak, J., (1996), “Marketing to Central and Eastern Europe: preface.”, Journal of East-West Business Studies, Vol. 3, No. 1, pp. 1-7.

Nunnaly, J. (1978), “Sychometric Theory”, New York: McGraw-Hill.

Parameswaran, R. and Yaprak, A. (1987), “A cross-national comparison of consumer research measures”, Journal of International Business Studies, Vol. 18, pp. 35-49.

Parment, A. (2013), “Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing”, Journal of Retailing and Consumer Services, Vol. 20 (2013), pp. 189–199.

Pitts, J., (2016), “Ministering to Millennials: The Challenges of Reaching Generation “Why”“, Published by Greater Works Publishing.

Pînzaru, F. E., Vatmanescu, M., Mitan A. and Săvulescu, R. (2016), “Millennials at Work: Investigating the Specificity of Generation Y versus Other Generations”, MANAGEMENT DYNAMICS IN THE KNOWLEDGE ECONOMY.

Riley, D., Charlton, N. and Wason, H. (2015), “The Impact of Brand Image Fit on Attitude towards a Brand Alliance”, Management & Marketing. Challenges for the Knowledge Society, Vol. 10, No. 4, pp. 270-283, DOI: 10.1515/mmcks-2015-0018.

Rimple, M., Srikant, M., Naseem, A. and Jitendra Kumar, M. (2015), “A study of interaction of materialism and money attitude and its impact on car purchase” Management & Marketing. Challenges for the Knowledge Society, Vol. 10, No. 3, pp. 245-269, DOI: 10.1515/mmcks-2015-0017.

Saffu, K., Walker, J. & Mazurek, M., (2010), “The role of consumer ethnocentrism in a buy national campaign in a transitioning country”, International Journal of Emerging Markets, Vol. 5, pp. 203-226.

Seitz, C. C. & Roosen, J., (2015), „Does consumer ethnocentrism influence product knowledge?”, Food Quality and Preference, Vol. 43, pp. 113-121.

Shama, A., (1992), “Transforming the consumer in Russia and Eastern Europe.” International Marketing Review, Vol. 9, No. 5, pp. 43-59.

Sharma, S., Shimp, T. A. & Shin, J., (1995), “Consumer ethnocentrism: A test of antecedents and moderators” Journal of the Academy of Marketing Science, Vol. 23, pp. 26-37.

Shimp, T. A. and Sharma, S. (1987), “Consumer ethnocentrism validation of the CETSCALE construction and validation of the CETSCALE”, Journal of Marketing Research, Vol. VVIV, (August), pp. 280-289.

Twenge, J.M., (2009), “Generational Changes and Their Impact in the Classroom: Teaching Generation Me”. Medical Education, Vol. 43, pp. 398 – 405.

Watson, J. J. & Wright, K., (2000), “Consumer ethnocentrism and attitudes toward domestic and foreign products”, European Journal of Marketing, Vol. 34, pp. 1149-1166.

Management & Marketing

Challenges for the Knowledge Society

Journal Information


CiteScore 2017: 0.45

SCImago Journal Rank (SJR) 2017: 0.169
Source Normalized Impact per Paper (SNIP) 2017: 0.436

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 150 150 40
PDF Downloads 94 94 30