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Consumer Ethnocentrism and Buy Local Theme: Perspective of Bangladesh

Ethnocentrism sometimes blamed as a tool of discrimination, but when it comes to the issue of consumer ethnocentrism, it most often create a positive impression. The concept of ethnocentrism coupled with patriotism and culture play roles in varied scenarios. This research focuses on one such role of consumer ethnocentrism in which consumer ethnocentrism along with ‘buy local’ theme help the local producers to earn the maximum in Bangladesh. 
 
With the mixture of secondary data from varied published sources and primary data from 130 respondents in Dhaka city, Savar, Jahangirnagar University, and Dhamrai Bazar, the research concludes that consumer ethnocentrism can be an added advantage for the introduction of ‘buy local’ theme in Bangladesh. The average score of consumer ethnocentrism in Bangladesh based on CETSCALE is 3.525 which is a strong value in a five points scale.