Multilevel food ethnocentrism: Cross-national scale development

Abstract

In this paper, we develop the Multilevel Food Ethnocentrism (MFE) construct, broadening the ethnocentrism concept to include different group levels while at the same time concentrating on ethnocentrism with regard to food choices. This approach is grounded in Social Identity and Self-categorization theories. We develop a scale measuring multilevel food ethnocentrism, following the steps outlined previously in the marketing and consumer psychology literature.. In the first stage, we generated items and analyzed them by an exploratory factor analysis (EFA) with data from Denmark and Mexico. In the second phase of our study, we refined the scale and validated it through various tests The scale exhibits strong internal consistency and measurement invariance, indicating its stability and applicability across diverse cultural contexts. Furthermore, the study explores the nomological validity of MFE, revealing its associations with constructs such as Consumer Ethnocentrism, collectivism, local and global identity, locavorism, ethnic identity, and patriotism. The findings provide insights into the relationships between food ethnocentrism and related constructs, shedding light on the factors influencing consumers' preferences for local foods. Our findings exhibited consistency between the two countries examined. Particularly noteworthy was the impact of our city/local dimension on preferences for local food products. The MFE instrument provides a precise means of gauging consumer ethnocentric attitudes toward food products and their origins.