VALUES VERSUS ETHNOCENTRIC ATTITUDES OF CONSUMERS ON THE FOOD MARKET

The purpose of the research, the results of which are presented in this paper, was to show the significance, systems and hierarchy of values, as well as the relation of values with the ethnocentric attitudes of consumers. Among the most important values for consumers are: family, health and physical fitness. The ethnocentric attitudes of the surveyed consumers were correlated with the values they believe in. Original materials from a questionnaire survey made by direct personal interviewing are used in this paper. The respondents were chosen by non-random quota sampling. The respondent group was made up of individuals responsible for household food provisions. The cultural and symbolic values occurred with similar frequency and significance among the consumer groups formed by the criterion of ethnocentrism intensity. The approach to ethnocentrism was differentiated by traditional, national and custom values. The consumers with a higher ethnocentrism level declared a relatively higher significance and attachment to Catholicism, traditionalism and patriotism.