Influence of different levels of ethnocentrism of the Brazilian consumer on the choice of dulce de leche from different countries of origin

Abstract

Dulce de leche, a concentrated dairy product with high added value, is an essential product of Brazilian culture. However, with a competitive market among economic blocks, it is important to know if the country of origin influences the perception of consumers and the intention to purchase a product, aiming to boost production in the domestic market. This study aimed to assess the impact of different levels of ethnocentrism on the consumer perception and buying behavior toward dulce de leche (DL) from other countries (Argentina, Uruguay, and Brazil). Through an online survey, participants' demographic data (n = 224) was collected. Then they were encouraged to identify the purchase motivation using the Hard Laddering (HL) methodology and to assess the consumer's level of ethnocentrism (CE) with CESTSCALE. Three distinct groups were identified: high, moderate, and low ethnocentric. Consumers with high CE declared themselves conservative, with a more significant number of self-employed workers, and prefer and always buy national products. This group had a robust dominant chain only for the national product, highlighting the flavor and quality, and values ​​of nationalism and solidarity with local producers. On the other hand, consumers with low CE were self-declared liberal and had a higher level of education. They demonstrated significantly more favorable attitudes and intentions towards purchasing imported products due to improved quality, although patriotic behavior was also evident. We conclude that with CETSCALE, it was possible to identify that the sample of the Brazilian population studied has different levels of CE, which strongly impact the purchase attitude of products, especially the imported ones. However, it was only through the HL technique that it was noticed that, in addition to its intrinsic characteristics, patriotism is an important factor for the product and can be used as a sales motivator. This study demonstrated the importance of promoting the development of DL in the domestic market and encourage aspects of the origin, as they are fundamental in the choice of this product by the consumer, which helps local industries.