A Structural Equation Model Describes Factors Affecting Greek Students’ Consumer Behavior

Abstract

Consumer ethnocentrism has enormous importance in international management and marketing area. Consumer ethnocentrism is strongly connected with xenophobia, morality and rationality, patriotism nationalism and economic and war animosity elements. CETSCALE (Consumer Ethnocentric Tendencies Scale) (Shimp and Shara, 1987) was developed to evaluate emotional dimension of purchasing imported goods regarding the imp lication to economic animosity, rationality and morality. Patriotism and Nationalism Scale (Kosterman and Feshbach's, 1989) was developed scale to evaluate levels of patriotism. Animosity Scale (Klein et al., 1998) was developed to evaluate levels of animosity, such as general d islike for a country, war and the economic animosity. In the current study, a total of 200 students from the department of Nursery Education of the University of Western Macedonia filled in the three scales. The study proposes a structural equation model which describes factors affecting Greeks students’ consumption punching behavior, such as: xenophobia, morality and rationality in respect of ethnocentrism, patriotism and nationalism and economic and war animosity. In addition it evaluates its construct valid ity by estimating both convergent and discriminant valid ity, while evaluating the internal consistency of the proposed model itself, and estimates how the instrument determines the reasonable relations among the latent factors mentioned above, and how it describes the reasonable results and assigns the quality of data fit within it. The specific model can be used by researchers to evaluate the effect of different aspects of ethnocentrism in the market economy.