Consumer Ethnocentrism in the USA and Wine Choice


Wine selection is a consumer choice driven by a variety of influences. So what might be some of the issues that impact those choices? In order to explore this subject, a pilot test of CETSCALE developed by Shimp and Sharma (1987), and refined by Orth and Firbasová (2003) was adapted to test consumer loyalty in various states of the USA in their selection of domestic vs. imported wine. The loyalty of wine consumers in these states was put to the test.  This research indicates somewhat surprising consumer ethnocentric opinions of the study participants.


Western & Business Management International (WBM)
Mary J. Weber
John T. Lambert
Kelley A. Conrad
Sherry S. Jennings
Presentation Date: 
Saturday, September 21, 2019
Event or Conference: 
Western & Business Management International Research Conference
Presentation Type: 
Paper Presentation
Boyer's Domain: 
Presentation Location: 
IBIS Bordeaux Centre Merladeck
35 cours du Marechal JUIN
33000 Bordeaux
There is abundant literature on country of origin and ethnocentrism as a cue in consumer decision making attributes; however, there is a need to address distinctions of consumer ethnocentrism toward locally sourced food products. This pilot study examines consumer ethnocentric behaviorism and tests the ethnocentric measures of consumers’ loyalty and preferences toward imported wine and wine in the USA. Using an adapted version of Shimp and Sharma’s (1987) CETSCALE, we explored consumer preferences and loyalty to the wine industry within their state, elsewhere in the USA, and imported wine. This pilot study collected data from multiple states in the USA.