Consumer ethnocentrism, national identity and cosmopolitanism in Italy: A study on purchase behaviour of domestic versus foreign-made products

Research has provided ample evidence on the variation of the explanatory power of consumer ethnocentrism and its sources depending on the cultural context. The purpose of the present study was to examine how ethnocentrism affects the formation of attitudes towards the purchase of “made in Italy” versus foreign-made products in the Italian market. Furthermore, we attempted to examine the predictive role of national identification and cosmopolitanism on consumer ethnocentrism. Overall the results confirm that the explanatory power of consumer ethnocentrism and its sources depends on the cultural context.