Conceptualizing Consumer Ethnocentrism in a Developing Country: Validity and Applicability of CETSCALE in Bangladesh

Abstract

This article argues that the traditional belief that “consumer ethnocentrism is a phenomenon of the developed countries only” is no longer true. To establish this argument, this study assesses the applicability of the Consumer Ethnocentric Tendencies Scale (CETSCALE) to a developing country Bangladesh. The methodology is based on 788 samples collected from 27 districts of Bangladesh. Results show that for three chosen sociodemographic groups namely, students, job holders, and businessmen, the CETSCALE is to a much extent applicable as the groups have shown positive attitudes in retaining 12 to 14 items out of the 17 items of the original scale.