Consumer ethnocentrism: Validation of CETSCALE and measurement among Saudi citizens

Consumer ethnocentrism (CE) is the patriotic, nationalistic and sympathetic feelings among consumers. This behaviour of consumer has been subjected to intensive and repeated research around the globe. Attempts to study CE in Saudi Arabia seem to be scarce, despite the vastness and potentiality of the markets in the country. The study has succeeded in validating the popularly used CETSCALE in the Saudi context thorough rigorous statistical techniques. The study has also found out the patterns of CE among the Saudi consumers. Findings with respect to dimensionality of CE are more or less in lines with the results of research work in other parts of the world. Further, it was found that the CE that is prevalent in Saudi Arabia differs conceptually from those of other countries. Another significant finding was that younger population, especially university students, had higher levels of CE – higher than that of other countries.