A New Perspective on Consumer Ethnocentrism and Its Selected Factors Using Ordinal Logistic Regression

Marian Cvirik; Grzegorz Maciejewski; Martina  Kosikova; Katarina Gubiniova; Silvia  Komara

doi:10.34021/ve.2026.09.01(1)

Authors

Marian Cvirik Faculty of commerce, Bratislava University of Economics and Business, Bratislava, Slovakia https://orcid.org/0000-0003-4701-1543
Grzegorz Maciejewski University of Economics in Katowice, Poland https://orcid.org/0000-0002-1318-0747
Martina Kosikova Faculty of Economic Informatics, Bratislava University of Economics and Business, Bratislava, Slovakia https://orcid.org/0000-0003-1433-3343
Katarina Gubiniova Faculty of Management, Comenius University in Bratislava, Slovakia https://orcid.org/0000-0003-0306-6411
Silvia Komara Faculty of Economic Informatics, Bratislava University of Economics and Business, Bratislava, Slovakia https://orcid.org/0000-0001-6641-7456

DOI:

https://doi.org/10.34021/ve.2026.09.01(1)

Keywords:

consumer ethnocentrism, CETSCALE, ordinal logistic regression, factors of consumer ethnocentrism, globalisation and digitalisation barrier

Abstract

Consumer ethnocentrism has become an increasingly important research topic in the era of digitalisation, which has accelerated globalisation, enhanced cultural openness, improved product traceability, and potentially reduced ethnocentric purchasing behaviour while reshaping its underlying determinants. This study aims to advance the understanding of consumer ethnocentrism, which, within an increasingly multicultural global society, represents an important area of research across marketing, business, sociology, psychology, and other social science disciplines. Specifically, the study investigates consumer ethnocentrism using the Consumer Ethnocentric Tendencies Scale (CETSCALE) and examines the effects of gender, generational cohort, and place of residence through ordinal logistic regression. Unlike conventional comparative approaches, ordinal logistic regression enables the estimation of response probabilities, thereby providing deeper insights into the relationships between socio-demographic characteristics and consumer ethnocentrism. In addition, the analysis is conducted at the level of individual CETSCALE statements rather than relying solely on aggregated scores, allowing for a more nuanced interpretation of respondents' attitudes. The empirical study is based on primary data collected from 491 respondents using a quota sampling design. The findings indicate that generational cohort and place of residence significantly influence selected dimensions of consumer ethnocentrism, whereas no statistically significant effect of gender was identified. Furthermore, several CETSCALE statements were evaluated almost identically across respondent groups, highlighting the importance of statement-level analysis. The findings have practical implications for marketing management, sociology, and consumer psychology.

Keywords: consumer ethnocentrism, CETSCALE, ordinal logistic regression, factors of consumer ethnocentrism, globalization and digitalization barrier.

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