Demographics in the relationships between consumer ethnocentrism and attitudes toward local and foreign products

More research is still needed to examine the role of various demographic subsamples in altering theoretical relationships based on consumer ethnocentrism. This paper aims to understand the heterogeneity effects of demographic groups in the relationships between consumer ethnocentrism and attitudes toward local and foreign products. An online survey collected 943 samples which were divided into six equal subsamples of (a) gender, (b) income, (c) island, (d) education, (e) occupation, and (f) geographic. Partial least squares multigroup and measurement invariance of composites support full invariance across education, occupation, and location, which encourages pooling sample data for analysis. Partial invariance found across gender, income, and island confirms no significant moderating heterogeneity effects. As a result, this study presents a new finding of homogeneity by not separating the baseline sample. This method avoids confusion in the theoretical relationships between consumer ethnocentrism and attitudes toward local and foreign products. This empirical study holds theoretical significance for marketing researchers, emphasizing the importance of reporting standard measurement invariance before engaging in multigroup comparisons.