CONSUMER ETHNOCENTRISM AMONG YOUNG POLISH CONSUMERS

Main Article Content

Tomasz Zalega


Keywords : young people, consumer ethnocentrism, consumer patriotism
Abstract
This article is a research exercise examining consumer ethnocentrism among young Polish consumers. Its primary goal is to identify ethnocentric attitudes and behaviours of young people. The study consists of two parts: theoretical and empirical. The first one explains the concept and essence of ethnocentrism as a consumer trend, building upon a critical analysis of literature. The second, major part is empirical. The basis for conclusions is provided by the research material from a questionnaire-based survey that was conducted among young consumers. Undertaking such a research project is justified since ethnocentric tendencies have a direct impact on purchase decisions of consumers, including young people, while making it difficult for enterprises on the market to develop marketing strategies.

Article Details

How to Cite
Zalega, T. (2019). CONSUMER ETHNOCENTRISM AMONG YOUNG POLISH CONSUMERS. Acta Scientiarum Polonorum. Oeconomia, 18(1), 117–125. https://doi.org/10.22630/ASPE.2019.18.1.13
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