Exploring Consumer Ethnocentrism and Country-of-Origin Effects among Filipino Gen Z
Emmanuel DOTONG – Marián ČVIRIK
https://doi.org/10.53465/CEECBE.2025.9788022552257.87-100
Abstract: This study explores consumer ethnocentrism and country-of-origin (COO) effects among Filipino Generation Z consumers across five product categories: automobiles, clothing, dairy products, electronics, and cosmetics. Using the Consumer Ethnocentric Tendencies Scale (CETSCALE) and recall-based COO assessment, the study finds moderately strong ethnocentric tendencies, particularly for automobiles and clothing, where domestic economic contributions are emphasized. Conversely, COO effects are less significant in electronics and cosmetics, where quality, innovation, and brand reputation dominate. Statistical analyses reveal a significant contingency between high ethnocentrism and preference for local products in cars and clothing, while no such relationship exists in other categories. The findings suggest marketers in the automotive and apparel sectors should emphasize local origin, while other industries should focus on quality and global trends. This research highlights the importance of tailoring marketing strategies to align with Filipino Gen Z’s values, offering actionable insights for businesses.
Keywords: Ethnocentrism, Generation Z, Country-of-Origin Effects, International Business, Filipino Consumers, Consumer Behaviour
JEL Classification codes: M31, F14, D12
Fulltext: PDF
Published by: Vydavateľstvo EKONÓM, Bratislava University of Economics and Business
Year of publication: 2025
Online publication date: 16 May 2025
Copyright: Author/s of the paper
ISBN 978-80-225-5225-7
ISSN 2453-6113
Pages: 87-100