ENCOURAGING CONSUMER ETHNOCENTRISM IN THE FUNCTION OF DOMESTIC FOODSTUFFS CONSUMPTION
DOI:
https://doi.org/10.5937/ekoPolj1902341RKeywords:
consumer ethnocentrism, consumers, foodstuffs, SerbiaAbstract
The objective of this study was to examine the actors and the activities of the actors influencing consumer ethnocentrism in the consumption of domestic foodstuffs in Serbia. To do this, the items of the modified Consumer Ethnocentric Tendencies Scale were used as the framework for the focus-group interview. The two basic questions were 1) who (which actors) and 2) what (which activities) should actors take in order to encourage consumer ethnocentrism. The findings have interesting implications for actors with respect to marketing activities. The results show that governments, schools, producers, retailers, the media and consumers need to promote ethnocentrism in Serbia. There are two basic conclusions with the recommendations for actors activities in order to encourage ethnocentrism: first, consumer behavior influencing the profit of companies and the gross domestic product of Serbia and second, all other actors can influence the consumer awareness of the importance of ethnocentric behavior in consumption.
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References
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24. Javalgi, R., Khare, V., Gross, A., & Schere, R. (2005). An application of the consumer ethnocentrism model to French consumer. International Business Review, 14, 325- 344. doi: https://doi.org/10.1016/j.ibusrev.2004.12.006
25. Karner, S. (Ed.). (2010). Local food systems in Europe: Case studies from five countries and what they imply for policy and practice (FAAN Project Booklet). Retrieved from http://www.faanweb.eu/sites/faanweb.eu/files/FAAN_Booklet_PRINT.pdf.
26. Kovljenić, M., & Savić, M. (2017). Factors influencing meat and fish consumption in Serbian households – evidence from silc database. Economics of Agriculture, 64(3), 945-956.
27. Kragulj, D., Parežanin, M., & Miladinović, S. (2017). Consumer ethnocentrism in transitional economies: Evidence from Serbia. Sociološki pregled, 51(1), 59-79.
28. Lang, M., Stanton, J., & Qu, Y. (2014). Consumers evolving definition and expectations for local foods. British Food Journal, 116(11), 1808-1820. doi: https://doi.org/10.1108/BFJ-03-2014-0117
29. La Trobe, H. (2002). Local food, future directions (FOE Research Report). Retrieved from http://www.foe.co.uk/sites/default/files/downloads/local_food_directions.pdf
30. Marinković, V., Stanišić N., & Kostić M. (2011). Consumer Ethnocentrism of Serbian Citizens. Sociologija, LIII(1), 43-58.
31. Martinez, S., Hand, M., Da Pra, M., Pollack, S., Ralston, K., Smith, T., & Newman, C. (2010). Local food systems: Concepts, impacts and issues (Economic Research Report No. 67). Retrieved from https://www.ers.usda.gov/webdocs/publications/err97/7054_err97_1_.pdf.
32. Ministry of Agriculture, Forestry and Water Management. (2018). Serbian Quality. Retrieved from http://www.minpolj.gov.rs/srpski-kvalitet/
33. Morris, C., & Buller, H. (2003). The local food sector: a preliminary assessment of its form and impact in Gloucestershire. British Food Journal, 105(8), 559-566. doi: https://doi.org/10.1108/00070700310497318
34. Nabham, G. (2002). Coming Home To Eat: The Pleasures And Politics Of Local Foods. Norton, New York, NY.
35. Orth, U.R., & Firbasová, Z. (2003). The Role of Consumer Ethnocentrism in Food Product Evaluation. Agribusiness, 19(2), 137-153. doi: https://doi.org/10.1002/agr.10051
36. Ouellet, J. F. (2007). Consumer racism and its effects on domestic cross-ethnic product purchase: An empirical test in the United States, Canada, and France. Journal of Marketing, 71(1), 113-128.
37. Paustian, M., Reinecke, F-E., & Theuvsen, L. (2016). Consumer preferences for regional meat products. British Food Journal, 118(11), 2761-2780. doi: https://doi.org/10.1108/BFJ-01-2016-0002
38. Penney, U., & Prior, C. (2014). Exploring the urban consumers perception of local food. International Journal of Retail & Distribution Management, 42(7), 580-594. https://doi.org/10.1108/IJRDM-09-2012-0077
39. Poon, P., Evangelista, F., & Albaum, G. (2010). Attitudes of migrants towards foreignmade products: An exploratory study of migrants in Australia. Journal of Consumer Marketing, 27(1)35-42. doi: https://doi.org/10.1108/07363761011012930
40. Rakic, B., & Rakic, M. (2015a). Holistic management of sustainability marketing in the process of sustainable development. Environmental Engineering and Management Journal, 14(4), 887-900.
41. Rakic, M., & Rakic, B. (2015b). Sustainable Lifestyle Marketing of Individuals: the Base of Sustainability. Amfiteatru Economic, 17(40), 891-908.
42. Rakic, B., & Rakic, M. (2017a). From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability (Integration of Traditional, Digital, Co-Creative and SustainabilityOriented Mindsets Inside Actors in Contemporary Marketing). Digital Book, available at eBook retailers: Amazon.com - Kindle Store, etc.
43. Rakic, B., & Rakic, M. (2017b). Sustainability-Oriented Mindset: Revolutionary Role of Sustainability Marketing as the Driver of Transformations for Sustainability, Digital Book, available at eBook retailers: Amazon.com - Kindle Store, etc.
44. Rakic, B., & Rakic, M. (2018). Collaborative partnership paradigm in the sustainability-oriented supply chain as the way to sustainability. Applied ecology and environmental research, 16(3), 2639-2650. doi: http://dx.doi.org/10.15666/aeer/1603_26392650
45. Renting, H., Marsden, T., & Banks, J. (2003). Understanding alternative food networks: exploring the role of short food supply chains in rural development. Environment and Planning A: Economy and Space, 35, 393-411. doi: https://doi.org/10.1068/a3510
46. Schnettler, B., Miranda, H., Lobos, G., lveda, J.S., & Denegri, M. (2011). A study of the relationship between degree of ethnocentrism and typologies of food purchase in supermarkets in central-southern Chile. Appetite, 56, 704-712. doi: https://doi.org/10.1016/j.appet.2011.02.007
47. Shankarmahesh, M. N. (2006). Consumer ethnocentrism: an integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-172. doi: https://doi.org/10.1108/02651330610660065
48. Shimp, T.A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24, 280-289. doi: 10.2307/3151638
49. Siemieniako, D., Kubacki, K., Glińska, E., & Krot, K. (2011). National and regional ethnocentrism: a case study of beer consumers in Poland. British Food Journal, 113(3)404-418. doi: https://doi.org/10.1108/00070701111116464
50. Seyfang, G. (2006). Ecological citizenship and sustainable consumption: examining local organic networks. Journal of Rural Studies, 22(4), 383-395. doi: https://doi.org/10.1016/j.jrurstud.2006.01.003
51. Sumner, W.G. (1906). Folkways: The Sociological Importance of Usages, Manners, Customs, Mores, and Morals, Ginn & Co., New York, NY.
52. Šmaižien,I., & Vaitkien, R. (2014). Consumer ethnocentrism and behavior in a market of dietary supplements. Procedia - Social and Behavioral Sciences, 156, pp.463-467. doi: https://doi.org/10.1016/j.sbspro.2014.11.222
53. Vanhonacker, F. et al. (2010). How European consumers define the concept of traditional food: Evidence from survey in six countries. Agribusiness, 26(4), 453- 476. doi: https://doi.org/10.1002/agr.20241
54. Verbeke, W., & Ward, R. W. (2006). Consumer interest in information cues denoting quality, traceability and origin. An application of ordered probit models to beef labels. Food Quality and Preference, 17, 453-467. doi: https://doi.org/10.1016/j.foodqual.2005.05.010
55. Verlegh, P. W. J., Steenkamp, J.B.E.M., & Meulenberg, M. (2005). Country-oforigin effects in consumer processing of advertising claims. International Journal of Research in Marketing, 22,127-139. https://doi.org/10.1016/j.ijresmar.2004.05.003
2. Arsil, P., Li, E., Bruwer, J., & Lyons, G. (2013). Exploring consumer motivations towards buying local fresh food products: a means-end chain approach. British Food Journal, 116(10), 1533-1549. doi: https://doi.org/10.1108/BFJ-04-2013-0083
3. Autio, M., Collins, R., Wahlen, S., & Anttila, M. (2013). Consuming nostalgia? The appreciation of authenticity in local food production. International Journal of Consumer Studies, 37(5), 564-568. doi: https://doi.org/10.1111/ijcs.12029
4. Balabanis, G., Mueller, R., & Melewar, T. C. (2002). The relationship between consumer ethnocentrism and human values. Journal of Global Marketing, 15(3/4), 7-37. doi: https://doi.org/10.1300/J042v15n03_02
5. Bianchi, C., & Mortimer, G. (2015). Drivers of local food consumption: a comparative study. British Food Journal, 117(9), 2282-2299. doi: https://doi.org/10.1108/BFJ-03-2015-0111
6. Booth, K. (1979). Strategy and Ethnocentrism. Croom-Helm, London.
7. Carpio, C., & Isengildina-Massa, O. (2009). Consumer willingness to pay for locally grown products: the case of South Carolina. Agribusiness, 25(2), 412-426. doi: https://doi.org/10.1002/agr.20210
8. Chung, Ch., Boyer, T., & Han, S. (2009). Valuing quality attributes and country of origin in the Korean Market. Journal of Agricultural Economics, 60, 682-698. doi: https://doi.org/10.1111/j.1477-9552.2009.00218.x
9. Coderre, F., Boivin, C., & Etaabaa, I. (2010). Measuring retailers commitment toward regional foods: the CIBLE-chaire bombardier index. British Food Journal, 112(11), 1190-1204. doi: https://doi.org/10.1108/00070701011088188
10. Costanigro, M., Kroll, S., Thilmany, D., & Bunning, M. (2014). Is it love for local/organic or hate for conventional? Asymmetric effects of information and taste on labels preferences in an experimental auction. Food Quality and Preference, 31, 94-105. doi: https://doi.org/10.1016/j.foodqual.2013.08.008
11. Cvijanović, D., Ignjatijević, S., Milivojević, I., & Mihailović, B. (2016). Potentials of Serbia in international frameworks - importance of agriculture and health tourism. Faculty of Hotel Management and Tourism, Vrnjacka Banja, Serbia. [in Serbian: Cvijanović, D., Ignjatijević, S., Milivojević, I., & Mihailović, B. (2016). Potencijali Srbije u međunarodnim okvirima - značaj poljoprivrede i zdravstvenog turizma. Fakultet za hotelijerstvo i turizam u Vrnjačkoj banji, Republika Srbija].
12. Dansero, E., & Puttilli, M. (2013). Multiple territorialities of alternative food networks: six cases from Piedmont, Italy. Local Environment: The International Journal of Justice and Sustainability, 19(6), 626-643. doi: https://doi.org/10.1080/13549839.2013.836163
13. Darby, K., Batte, M., Ernst, S., & Roe, B. (2008). Decomposing local: a conjoint analysis of locally produced foods. American Journal of Agricultural Economics, 90(2), 476-486. doi: https://doi.org/10.1111/j.1467-8276.2007.01111.x
14. Đurić, D., Ristić, J., Đurić, D., & Vujanić, I. (2017). Export of agricultural and food products in the function of economic growth of Republic of Serbia. Economics of Agriculture, 64(3), 887-900.
15. Fernández-Ferrín, P., & Bande-Vil, B. (2013). Regional ethnocentrism: Antecedents, consequences, and moderating effects. Food Quality and Preference, 30, 299-308. doi: https://doi.org/10.1016/j.foodqual.2013.06.011
16. Fernández-Ferrín, P., Bande, B., & Galán-Ladero, M. M. (2017). Parental influence on levels of regional ethnocentrism of youth: an exploratory analysis. Spanish Journal of Marketing-ESIC, 21, 52-62. doi: https://doi.org/10.1016/j.sjme.2016.11.001
17. Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M., & GalánLadero, M. (2018). The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138–147. doi: https://doi.org/10.1016/j.foodqual.2017.09.015
18. Galli, F., & Brunori, G. (Eds.). (2013). Short food supply chains as drivers of sustainable development (Evidence Document). Retrieved from http://www.foodlinkscommunity.net/fileadmin/documents_organicresearch/foodlinks/ CoPs/evidence-document-sfsc-cop.pdf
19. Gašević, D., Tomašević, D., & Vranješ, M. (2017). Key Factors Determining the Ethnocentric Tendencies of Consumers in Serbia. Management: Journal of Sustainable Business and Management Solutions In Emerging Economies, 22(3), 63-73. doi:10.7595/management.fon.2017.0028
20. Groves, A. (2005). The local and regional food opportunity (Research Report). Institute of Grocery Distribution (IGD), Watford.
21. Holcomb, R. B., Bendfeldt, E., Lelekacs, J., Velandia, M., Woods, T. A., Goodwin, H. L., & Rainey, R. L. (2016). A local foods system glossary: A rose by any other name. In: Paper presented at the Annual Meeting of the Southern Agricultural Economics Association, San Antonio, Texas
22. Huddleston, P., Good, L. K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers perceptions of quality. International Journal of Retail and Distribution Management, 29(5), 236-246. doi: https://doi.org/10.1108/09590550110390896
23. Ilbery, B., Watts, D., Simpson, S., Gilg, A., & Little, J. (2006). Mapping local foods: evidence from two English regions. British Food Journal, 108(3), 213-215. doi: https://doi.org/10.1108/00070700610651034
24. Javalgi, R., Khare, V., Gross, A., & Schere, R. (2005). An application of the consumer ethnocentrism model to French consumer. International Business Review, 14, 325- 344. doi: https://doi.org/10.1016/j.ibusrev.2004.12.006
25. Karner, S. (Ed.). (2010). Local food systems in Europe: Case studies from five countries and what they imply for policy and practice (FAAN Project Booklet). Retrieved from http://www.faanweb.eu/sites/faanweb.eu/files/FAAN_Booklet_PRINT.pdf.
26. Kovljenić, M., & Savić, M. (2017). Factors influencing meat and fish consumption in Serbian households – evidence from silc database. Economics of Agriculture, 64(3), 945-956.
27. Kragulj, D., Parežanin, M., & Miladinović, S. (2017). Consumer ethnocentrism in transitional economies: Evidence from Serbia. Sociološki pregled, 51(1), 59-79.
28. Lang, M., Stanton, J., & Qu, Y. (2014). Consumers evolving definition and expectations for local foods. British Food Journal, 116(11), 1808-1820. doi: https://doi.org/10.1108/BFJ-03-2014-0117
29. La Trobe, H. (2002). Local food, future directions (FOE Research Report). Retrieved from http://www.foe.co.uk/sites/default/files/downloads/local_food_directions.pdf
30. Marinković, V., Stanišić N., & Kostić M. (2011). Consumer Ethnocentrism of Serbian Citizens. Sociologija, LIII(1), 43-58.
31. Martinez, S., Hand, M., Da Pra, M., Pollack, S., Ralston, K., Smith, T., & Newman, C. (2010). Local food systems: Concepts, impacts and issues (Economic Research Report No. 67). Retrieved from https://www.ers.usda.gov/webdocs/publications/err97/7054_err97_1_.pdf.
32. Ministry of Agriculture, Forestry and Water Management. (2018). Serbian Quality. Retrieved from http://www.minpolj.gov.rs/srpski-kvalitet/
33. Morris, C., & Buller, H. (2003). The local food sector: a preliminary assessment of its form and impact in Gloucestershire. British Food Journal, 105(8), 559-566. doi: https://doi.org/10.1108/00070700310497318
34. Nabham, G. (2002). Coming Home To Eat: The Pleasures And Politics Of Local Foods. Norton, New York, NY.
35. Orth, U.R., & Firbasová, Z. (2003). The Role of Consumer Ethnocentrism in Food Product Evaluation. Agribusiness, 19(2), 137-153. doi: https://doi.org/10.1002/agr.10051
36. Ouellet, J. F. (2007). Consumer racism and its effects on domestic cross-ethnic product purchase: An empirical test in the United States, Canada, and France. Journal of Marketing, 71(1), 113-128.
37. Paustian, M., Reinecke, F-E., & Theuvsen, L. (2016). Consumer preferences for regional meat products. British Food Journal, 118(11), 2761-2780. doi: https://doi.org/10.1108/BFJ-01-2016-0002
38. Penney, U., & Prior, C. (2014). Exploring the urban consumers perception of local food. International Journal of Retail & Distribution Management, 42(7), 580-594. https://doi.org/10.1108/IJRDM-09-2012-0077
39. Poon, P., Evangelista, F., & Albaum, G. (2010). Attitudes of migrants towards foreignmade products: An exploratory study of migrants in Australia. Journal of Consumer Marketing, 27(1)35-42. doi: https://doi.org/10.1108/07363761011012930
40. Rakic, B., & Rakic, M. (2015a). Holistic management of sustainability marketing in the process of sustainable development. Environmental Engineering and Management Journal, 14(4), 887-900.
41. Rakic, M., & Rakic, B. (2015b). Sustainable Lifestyle Marketing of Individuals: the Base of Sustainability. Amfiteatru Economic, 17(40), 891-908.
42. Rakic, B., & Rakic, M. (2017a). From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability (Integration of Traditional, Digital, Co-Creative and SustainabilityOriented Mindsets Inside Actors in Contemporary Marketing). Digital Book, available at eBook retailers: Amazon.com - Kindle Store, etc.
43. Rakic, B., & Rakic, M. (2017b). Sustainability-Oriented Mindset: Revolutionary Role of Sustainability Marketing as the Driver of Transformations for Sustainability, Digital Book, available at eBook retailers: Amazon.com - Kindle Store, etc.
44. Rakic, B., & Rakic, M. (2018). Collaborative partnership paradigm in the sustainability-oriented supply chain as the way to sustainability. Applied ecology and environmental research, 16(3), 2639-2650. doi: http://dx.doi.org/10.15666/aeer/1603_26392650
45. Renting, H., Marsden, T., & Banks, J. (2003). Understanding alternative food networks: exploring the role of short food supply chains in rural development. Environment and Planning A: Economy and Space, 35, 393-411. doi: https://doi.org/10.1068/a3510
46. Schnettler, B., Miranda, H., Lobos, G., lveda, J.S., & Denegri, M. (2011). A study of the relationship between degree of ethnocentrism and typologies of food purchase in supermarkets in central-southern Chile. Appetite, 56, 704-712. doi: https://doi.org/10.1016/j.appet.2011.02.007
47. Shankarmahesh, M. N. (2006). Consumer ethnocentrism: an integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-172. doi: https://doi.org/10.1108/02651330610660065
48. Shimp, T.A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24, 280-289. doi: 10.2307/3151638
49. Siemieniako, D., Kubacki, K., Glińska, E., & Krot, K. (2011). National and regional ethnocentrism: a case study of beer consumers in Poland. British Food Journal, 113(3)404-418. doi: https://doi.org/10.1108/00070701111116464
50. Seyfang, G. (2006). Ecological citizenship and sustainable consumption: examining local organic networks. Journal of Rural Studies, 22(4), 383-395. doi: https://doi.org/10.1016/j.jrurstud.2006.01.003
51. Sumner, W.G. (1906). Folkways: The Sociological Importance of Usages, Manners, Customs, Mores, and Morals, Ginn & Co., New York, NY.
52. Šmaižien,I., & Vaitkien, R. (2014). Consumer ethnocentrism and behavior in a market of dietary supplements. Procedia - Social and Behavioral Sciences, 156, pp.463-467. doi: https://doi.org/10.1016/j.sbspro.2014.11.222
53. Vanhonacker, F. et al. (2010). How European consumers define the concept of traditional food: Evidence from survey in six countries. Agribusiness, 26(4), 453- 476. doi: https://doi.org/10.1002/agr.20241
54. Verbeke, W., & Ward, R. W. (2006). Consumer interest in information cues denoting quality, traceability and origin. An application of ordered probit models to beef labels. Food Quality and Preference, 17, 453-467. doi: https://doi.org/10.1016/j.foodqual.2005.05.010
55. Verlegh, P. W. J., Steenkamp, J.B.E.M., & Meulenberg, M. (2005). Country-oforigin effects in consumer processing of advertising claims. International Journal of Research in Marketing, 22,127-139. https://doi.org/10.1016/j.ijresmar.2004.05.003
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Published
2019-06-25
How to Cite
Rakic, M., Rakic, B., & Stanojevic, L. (2019). ENCOURAGING CONSUMER ETHNOCENTRISM IN THE FUNCTION OF DOMESTIC FOODSTUFFS CONSUMPTION. Ekonomika Poljoprivrede, 66(2), 341–355. https://doi.org/10.5937/ekoPolj1902341R
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