Examining the adaptability of consumer ethnocentrism using CETSCALE: a comparison of the Philippines, Slovakia, and the Czech Republic

Abstract

Consumer ethnocentrism is a highly relevant topic as it affects not only the context of consumer behavior, but also the domestic economy and international trade. This article aims to investigate the adaptability of the tool for measuring consumer ethnocentrism – CETSCALE – in the selected countries of the Philippines, Slovakia, and the Czech Republic. Within the framework of adaptability, it was necessary to carry out the measurement of consumer ethnocentrism in the studied countries, subsequently examine the reliability of the research instrument, and finally examine the adaptability of the research instrument in the individual countries. In this paper, we use Cronbach’s alpha and item-rest correlation to measure the reliability estimate. We use exploratory factor analysis as part of examining adaptability. The results point to the need to adapt CETSCALE in the context of the countries. The findings of the conducted measurement indicate that the highest rate of consumer ethnocentrism was found in the Philippines, with lower results in Slovakia, and the lowest in the Czech Republic. When examining the dimensionality of the research instrument, the researchers found three dimensions in the Czech and Philippine versions, and two dimensions in the Slovak version. Therefore, it can be concluded that the tool is multidimensional in all these cases.