An exploratory treatise on the ethnocentric tendencies of Emirati Gen Z consumers

Abstract

PurposeThe purpose of this paper is to explore the ethnocentric tendencies of Emirati Gen Z consumers and to provide empirical evidence on how demographic variables (gender and education) influence ethnocentric tendencies. The study also attempts to know the impact of ethnocentrism on the buying behavior of the segment.Design/methodology/approachResearchers collected the opinions of 310 Emirati Gen Z consumers by using a modified CETSCALE. The data was reviewed and coded by applying software R Studio and Microsoft Excel. Cronbach’s α and Kaiser–Meyer–Olkin (KMO) tests were administered to check the internal consistency and validity of the 17-item CETSCALE. Then, the factor extraction method principal component analysis (PCA) was used to analyze the data. The selected hypotheses were tested by using the Cronbach α and Kruskal–Wallis (K-W) hypothesis testing technique.FindingsThe findings suggest that Emirati Gen Z consumers substantially ethnocentric who prefer domestic products/services over foreign goods. No significant influence of gender and education on Emirati Gen Z consumers’ ethnocentric tendencies.Research limitations/implicationsThe targeted subjects were selected only from Dubai and the Sharjah Emirates and not covered the remaining five emirates of the UAE. Consumers were asked to assess their ethnocentrism without reference to a specific product or service.Originality/valueThis type of meticulous study in the UAE has never been done before to explore the ethnocentric tendencies of Gen Z consumers.