Personal cultural orientation and consumer ethnocentrism: Exploring the moderating role of gender

Abstract

The purpose of this paper is to examine certain aspects of the relationship between personal cultural orientation and consumer ethnocentrism (CE) in the context of young educated customers in Sri Lanka. The sample was drawn from university students who are usually buying FMCG product categories. Self administrated questionnaire was distributed among 80 randomly selected respondents including both male and female. The reliability of all scales was found to be acceptable since Cronbach's Alpha values were higher than 0.6. The findings revealed that collectivism, masculinity and uncertainty avoidance display positive correlation with CE. Power distance and long term orientation have negative correlation with CE. However there is no significant difference between male and females in terms of CE and Local brand biasness.