Consumer Ethnocentrism and Its Relation with Patriotism and Cosmopolitanism Characteristics Among Students of University of Isfahan

Consumer ethnocentrism as an important factor in consumers’ buying decisions of local or imported products has been the topic of so many researches. For this reason the present study by taking 230 students of University of Isfahan as its statistical sample, first has tried to measure their ethnocentrism in consumption context, then by use of regression analysis the relation of consumer ethnocentrism with patriotism and cosmopolitanism characteristics of the students has been measured. The results indicate that, the students are low with regard to the measure of ethnocentrism in consumption context. In addition the relation of consumer ethnocentrism with patriotism characteristic was positive but with cosmopolitanism characteristic of students was negative. Also the results show that students with different academic disciplines are presenting different measures of these three variables.