Title

Discovering a Cultural System Using Consumer Ethnocentrism Theory

Document Type

Article

Publication Date

12-1-2018

Department

Management and International Business

Abstract

Culture and consumer behavior are systems worthy of research and exploration. Consumer behavior is an element of a multifaceted system of supply and demand; with stakeholders engaged to varying degrees within the dynamics of the system. The systemic practices of the stakeholders of a particular system can be varied; in this research, the CETSCALE developed by Shimp and Sharma J Mark Res 24:280–289 (1987) was modified to test Wisconsin residents’ loyalty to local vs. imported beer. The research showed not only ethnocentric tendencies of the study participants, but also their cultural behavior as part of the system for these products in Wisconsin, USA. This manuscript is inspired by Orth and Firbasová Agribusiness 19(2):137–153 (2003), The Role of Consumer Ethnocentrism in Food Product Evaluation.

Publication Title

Systemic Practice and Action Research

Volume

31

Issue

6

First Page

617

Last Page

636

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