An Empirical Study of the Consumer Ethnocentric Tendencies in the University of the Philippines Los Baños

Date

6-2024

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Anna Floresca F. Firmalino

Committee Member

Luisito C. Abueg, Gideon P. Carnaje, Maria Angeles O. Catelo

Abstract

This study explored consumer ethnocentric tendencies among students and staff at the University of the Philippines Los Baños (UPLB). Using a survey-based methodology, a questionnaire with demographic questions and the Consumer Ethnocentric Scale (CETSCALE) to measure ethnocentrism levels was administered to 237 respondents. Data were analyzed using descriptive statistics and multiple linear regression to assess the impact of age, sex, income, and education on consumer ethnocentric behavior. The findings revealed distinct patterns in consumer behavior. Females exhibited slightly higher levels of ethnocentrism compared to males. Generation Z respondents showed moderate to low ethnocentrism, likely influenced by their exposure to global cultures through digital media and technology. In contrast, older generations, who grew up in less globally connected environments, displayed more moderate and stable ethnocentrism levels. Higher educational attainment was linked to lower ethnocentrism. Finally, income was found to be a significant factor in consumer ethnocentrism. Higher income levels were associated with lower ethnocentrism, suggesting that individuals with greater economic stability are more open to purchasing foreign products.

Language

English

LC Subject

Ethnocentrism, Generation

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 E2 P38

Notes

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Document Type

Thesis

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