Demographic Antecedents of Consumer Cosmopolitanism and Ethnocentrism: A Country-Level Analysis with Twenty-Eight Countries

Abstract

The purpose of this study is to empirically investigate demographic antecedents of cross-country differences in consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) with samples of twenty-eight countries. Specifically, we examine gender and age level differences in COS and CET for individual countries and assess the consistency of the differences across countries. The findings of this study show that COS is high in countries of low median age. Additionally, our study found that CET is high in countries with large populations. When CET was examined with dogmatism and patriotism dimensions, dogmatism was found to be high in high median age countries. Our study also found a moderate tendency across countries for older consumers exhibiting higher levels of ethnocentrism, dogmatism, and patriotism.