Consumer Ethnocentrism in Estonian Skin Care Products Market

Current research purpose is to measure the effect of ethnocentrism on Estonian consumers buying behavior in the skin care products category. Consumer ethnocentrism is measured by CETSCALE. Questionnaire is carried out with a sample 304 respondents. Consumers tend to buy foreign skin care products in Estonia. Consumers do not consider purchasing locally manufactured products important and buying foreign goods is not wrong or irresponsible. Consumers with a high level of ethnocentrism (level 5.00 or higher) prefer to buy skin care products from domestic origin. Current survey provides several suggestions how to market skin care products in Estonia.