Characterising the fruit and vegetables consumer ethnocentrism in a southern European Country: An assessment of the reliability and validity of the “CETSCALE” in Portugal

The aims of this study were twofold: first, it sought to assess the validity and reliability Consumer Ethnocentric Tendencies Scale (CETSCALE) in a Southern European Country-Portugal; second, aimed characterize level consumer ethnocentrism (CE) regarding domestic food products amongst Portuguese consumers. under consideration fruit vegetables, representing largest sales major retail chains are considered low-value products. Moreover, consumption vegetables is highest considering consumption. For that aim, quantitative was developed with Data collected using questionnaire applied through Computer Assisted Phone Interviews – (CATI) person responsible for household purchase two metropolitan areas Lisbon Oporto resulting 700 valid responses. included 10-item version CETSCALE as well socio-demographic questions. results have confirmed CETSCALE, showing multidimensional factors being identified named soft hard ethnocentrism. As CE, use pinpointed sample can be characterised ethnocentric prevalence. far authors aware, first conducted Portugal validating CE specific categories vegetables. present contributes, therefore, ongoing debate on time increasing globalisation markets.