Country-of-origin, consumer ethnocentrism and national identification: an empirical investigation of portuguese consumers´ home-country bias

Abstract

This dissertation aims to investigate Portuguese consumers’ home-country bias,which isa poorly understoodphenomenon.This research project was based on a review of the relevant literature and on the collection of empirical data through an online questionnaire. The findings underline that Portuguese consumers show a positive bias towards domestic products, but this is not paired with a negative distortion in the perception of foreign products. Additionally, it is shown that consumerethnocentrism has a weak or no impact on the country-of-origin effect. The main conclusion is that the nationalist sentiment helps to understand Portuguese consumers’ home-country bias.