Ours are always the best? A study of consumer ethnocentrism amongst urban adult Chinese consumers

This study aims to test urban adult Chinese consumers’ level of consumer ethnocentrism and examining the moderating effects of location, age group and education levels. It collected 367 questionnaires in Shenyang- Northern China and Shenzhen – Southern China. The findings suggested urban adult Chinese consumers have relative low level of ethnocentrism beliefs. There is no strong negative bias towards foreign products, which means they do not evaluate foreign products negatively. Consumers living in Northern China have stronger ethnocentrism beliefs than those living in Southern China. Older generation holds stronger ethnocentric views than the younger generation and education plays a major role. More educated consumers are more likely to be more open minded about foreign products and services. Generally speaking, strident protectionism or calls for blanket bans or boycott of foreign goods are unlikely to occur in China. CE does not pose a serious threat to foreign products.