Supervisors: Klaus Grunert & Lars Esbjerg
Discussants:  Violeta Stancu & Anne Peschel

Abstract
This research paper presents an investigation into the interplay among food ethnocentrism, multiple identity levels, and purchase intention on food products within the European context. This study scrutinizes three tiers of food ethnocentrism (national, regional, and local) across six European nations, utilizing a Food Ethnocentrism scale rigorously developed in prior research to forecast purchase intentions for four distinct food products originating from each country. These products are contextualized based on the three levels of ethnocentrism derived from three diverse origins. The study's findings are multifaceted, revealing four key outcomes: 1. The research instrument (Multilevel Food Ethnocentrism scale) demonstrates robust reliability when applied across different countries, as evidenced by Cronbach's alpha values at 0.9 in each case. Furthermore, a comprehensive Confirmatory Factor Analysis (CFA) conducted on the full sample attests to the scale's satisfactory dimensionality (RMSEA=0.08, CFI=0.96, SMR=0.03), reaffirming its structural validity. 2. Our investigation reveals that all consumers exhibit some degree of ethnocentrism, with high ethnocentrism evident in at least one of the three levels in each country. 3. Significantly, variations emerge between the three distinct levels of food ethnocentrism and the diverse attributes and attitudes of consumers. Analyzed through ANOVA tests, different consumer clusters exhibit varying degrees of ethnocentrism and the consumers’ attitudes and characteristics. 4. The three-dimensional Food Ethnocentrism scale proves effective in predicting purchase intentions, accounting for product origin. Importantly, it outperforms locavorism and green values in predictive capacity towards products with a local or city origin (depending on the case). This cross-European analysis provides invaluable insights for marketers, policymakers, and researchers striving to comprehend the multifaceted dimensions of food-related consumer behavior within a culturally diverse region. By shedding light on the complexities of food ethnocentrism and its impact on purchase intentions across various identity levels, this research contributes significantly to our understanding of consumer behavior in food choices.

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