Consumer Ethnocentrism in Paraguay

Purpose –This paper aims to understand Paraguayan consumer behavior within the context of consumer ethnocentrism. Design/methodology/approach – Applying a non-experimental, cross-sectional design, the research surveyed 396 middle- and upper-class Paraguayan consumers between April and June 2022. The survey instrument included the consumer ethnocentrism CETSCALE and demographic data. Findings – Multivariate statistical results indicate that traditional demographic antecedent variables including gender and household size and as well as novel antecedent variables including bilingualism, acculturation, and religiosity are all related to ethnocentric tendencies of Paraguayan consumers. Originality – This research contributes to the scarce existing literature that explains Latin American consumers' attitudes towards domestic and foreign-made products. It is the first to study consumer ethnocentrism in Paraguay. Practical Implications – The findings of this study may be used to design more effective marketing campaigns promoting local industries and products. For example, retailers may choose to point out the unique local features of their products when targeting bilingual and female consumers.