Attitudes of migrants towards foreign‐made products: an exploratory study of migrants in Australia

Purpose – The purpose of this paper is to study the attitudes of Asian and Western migrants and native‐borns in Australia toward foreign‐made products and the impact of consumer ethnocentrism on attitude formation. Design/methodology/approach – The research was designed as a personal interview survey using shopping mall intercepts. A total of 206 consumers were asked to indicate their preferences for foreign‐made versus Australian‐made products for five diverse products. Respondents also responded to a short version of the CETSCALE, a scale measuring consumer ethnocentrism. Respondents were classified as Australian‐born, Asian‐born migrants, or Western‐born migrants. Findings – Consumer ethnocentrism is negatively related to attitudes toward foreign‐made products for both overseas‐born (Asian and Western) migrants and local‐born Australians. Asian‐born migrants reported a significantly lower level of consumer ethnocentrism than both of the other respondent groups. Within the Western migrant group, males had a significantly higher level of ethnocentrism than females; there was no significant difference between genders in the other two respondent groups. For migrants, the number of years living in Australia is positively related to ethnocentrism. Age is related to ethnocentrism for all sample groups. Originality/value – The study contributes to knowledge about ethnic marketing to migrant groups and consumer ethnocentrism, especially for Australia, in which migrants represent a large share of its population. Thus, it could very well serve as a model of “things to come” in other countries that experience large immigration inflows. This is the first study to look at ethnocentrism and attitudes toward country‐of‐origin of products of migrants and locally‐born people.