This study focuses on the validation in the Italian context of Consumer Ethnocentric Tendencies Scale (10-item version) developed by Terence Shimp and Subhash Sharma in 1987. 715 Italian people participated to this study. In order to validate the scale, the confirmatory factor analysis technique has been used. Specifically, two separate studies were conducted. The findings of these, returning results mutually adequate and consistent, allowed the scale validation in a specific formulation based on eight items. Keywords: consumer ethnocentrism, country of origin effect, consumer behavior, confirmatory factor analysis
Keywords: Etnocentrismo nel consumo, effetto paese di origine, comportamento del consumatore, analisi fattoriale confermativa.