Examination of Influential Factors on Consumer Ethnocentrism

In developing countries going toward products and brands of world class quality is a fact and Iran is not an exception. Therefore, domestic products in developing countries like Iran should be able to compete effectively with imported products. It is crucial for manufacturers to understand the factors affecting consumer's purchase intention. One of these factors is consumer ethnocentrism. Ethnocentric consumers are those who prefer to purchase the products of their own countries. They do not consider purchasing imported products as a patriotic act and believe that it destroys the domestic economy. This paper aims to investigate consumer ethnocentrism and factors influencing that. The methodology used is descriptive survey. The statistical population consists of all the academics and personnel of Allameh Tabataba’i University. The sampling method used was relative stratified, in which 284 people were chosen as the sample. After collecting the questionnaires and doing statistical analysis such as Mann-Whitney Test and Multi-Variable Linear Regression, it was concluded that the statistical population had lower ethnocentrism and the some variables including gender, education, income, cultural openness and conservatism had an effect on consumer ethnocentrism.