Consumer ethnocentric behavior and food choices in developing countries: The case of Nigeria

With rising incomes and urbanization, diets across Sub-Saharan Africa (SSA) have diversified in source form, encompassing more processed packaged foods. While previous studies identified ethnocentrism to be an influencing factor of purchase behavior, so far, no study has evaluated consumer for food products Nigeria. We conducted a involving 2250 Nigerian consumers, using widely validated ethnocentric tendencies scale (CETSCALE). aimed answer the following questions: i) Are consumers how does this vary by socio-demographics? ii) Does affect their frequency imported products? iii) What roles do country image relatedly safety concerns play purchasing behavior food? find that is indeed established Nigeria among large share consumers. It driven key factors such as safety, it tends strongly affected socio-demographics income education. also ethnocentrism’s influence on varies categories. Our findings suggest COO-labelling reliable formalization product traceability with support government could allow marketers better capitalize ethnocentrism.