Consumer Ethnocentrism in the USA and Wine Choice

•This pilot study examined consumer ethnocentric behaviorism and tested the ethnocentric measures of consumers’ loyalty and preferences toward imported wine and wine in the USA.

•Used an adapted version of Shimp and Sharma’s (1987) CETSCALE and seminal research from Sumner (1906); Orth and Firbasova (2003); and others.
•We explored consumer preferences and loyalty to the wine industry within their state, elsewhere in the USA, and imported wine.

Are U.S. consumers loyal to wines produced in their state?

•Consumers in states surveyed disagreed with “loyalty to wine within your state” (x̄ of all data of 2.75).

  Wisconsin consumers, in particular, strongly disagreed (x̄ of 1.86).

•Consumers strongly disagreed that “there should be very little trading or purchasing of wines from other states or foreign unless out of necessity.”

  Wisconsin and Tennessee consumers strongly disagreed with the   statement “purchasing foreign-made wines is un-American”   indicating consumers are not loyal to purchasing wines within their state.

•USA wine consumers were not loyalty to the wine industry within their state, elsewhere in the USA, or imported wine.

•USA wine consumers do not consider imported wine a threat to their domestic wine industry.
•The data of the pilot study fails to capture the sentiments of nationalism or general ethnocentrism, which may contrast to the responses of this study, which were all tied to wine. 
•Future studies should consider a revised research instrument that includes consumer ethnocentrism questions without any tie to a particular commodity, data collection in wine-producing regions, and performing a longitudinal data gathering efforts.



Western & Business Management
Mary J. Weber
John T. Lambert, Jr.
Kelley A. Conrad
Sherry S. Jennings
Presentation Date: 
Friday, September 21, 2018
Event or Conference: 
Western & Business Management International Research Conference 2018
Presentation Type: 
Paper Presentation
Boyer's Domain: 
Presentation Location: 
IBIS Bordeaux Centre Meriadeck
35 cours du Marechal JUIN
33000 Bordeau
This study examines consumer ethnocentric behaviorism, and tests the ethnocentric measures of consumers in several states of the USA. Shimp and Sharma’s (1987) CETSCALE, as adapted to food by Orth and Firbasová (2003) explored consumer preferences for wine made in the USA or for imported wine, as well as their loyalty to the wine industries in their states of the USA, and the USA in general.