Ethnocentrism, Willing to Buy, and Perceived Price of Foods Originated From Specific Countries: An Empirical Study of Consumers in India

This work investigates the degree of ethnocentrism among consumers in India to food imports from 13 different countries. Five food items commonly purchased in India were tested: bananas, milk, lentils, potatoes, and namkeen (a variety of salty, savory snacks). The 13 countries used as sources of origin were Australia, Brazil, China, Colombia, India, Kenya, Korea, New Zealand, Peru, Poland, Spain, Thailand, and United States. An online survey was conducted with N = 630 consumers with willingness to buy, and the price consumers were willing to pay asked for each individual food item from each country. Ethnocentric attitudes were assessed by consumers' responses to statements using the generalized ethnocentrism (GENE) scale. Exploratory factor analysis was used to identify key factors of ethnocentrism. Hierarchical and k-means cluster analysis approaches were used to segment consumers into high, moderate, and low ethnocentrism. Regardless of the varying degrees of ethnocentrism, Indian consumers exhibited a collective agreement to procure and allocate the highest premium for food products that are domestically produced. Developed nations, such as Australia, the United States, and New Zealand, were also regarded favorably, albeit as secondary to India. Consumers in India perceive China as the most unfavorable source for food imports among the 13 countries analyzed. Income level exerted the most pronounced influence on ethnocentric beliefs, followed by factors such as educational attainment, gender, and age demographics. Findings suggest a favorable dispositions towards indigenous food products, a clear ongoing transformation in the product choices of Indian consumers, and a notable predilection for local goods. PRACTICAL APPLICATIONS: This research aims to furnish food marketers with the necessary insights to develop a more effective strategic framework tailored for the Indian marketplace. This may serve as a mechanism to categorize consumer segments based on their levels of ethnocentrism, thereby facilitating the formulation of communication strategies centered on patriotic sentiments and the promotion of "Made in India" initiatives. Additionally, policymakers may leverage the findings of this study to reevaluate existing policies concerning imports and to enhance the domestic production of food commodities. This strategy may also be used in other countries to evaluate ethnocentrism in those markets.