Analiza socio-psiholoških faktora potrošačkog etnocentrizma - moderatorski efekat nacionalnog identiteta

Abstract

Modern business conditions are characterized by frequent changes in consumer behavior. Consumer ethnocentrism researches are getting more important during economic downturns. The effects of the economic crisis, increased migratory trends and frequent social unrest reinforce consumers' ethnocentric tendencies. This paper examines the influence of socio-psychological factors on consumer ethnocentrism of citizens of the Republic of Serbia. Also, the paper examines the moderating effect of the national identity and the mediating effect of consumer demographic characteristics. It was conducted an empirical survey and for collecting date it was used the survey method. Statistical analysis was performed on a sample of 288 respondents from the territory of the Republic of Serbia. Research results show that collectivism and animosity towards the EU have a positive impact on consumer ethnocentrism, while the impact of cultural openness on consumer ethnocentrism is not statistically significant. Also, the results of the research show that the national identity has a positive moderating role in the relationship between collectivism and consumer ethnocentrism, as well as in the relationship of animosity towards the EU and consumer ethnocentrism, while in the relation of cultural openness and consumer ethnocentrism, national identity has no significant moderating role. Demographic characteristics have a significant mediating role in the relationship between collectivism and consumer ethnocentrism, as well as in the relation of animosity towards the EU and consumer ethnocentrism, while in relation to cultural openness and consumer ethnocentrism, demographic characteristics do not have a significant mediator role. The sample has some limitations, which should be kept in mind when interpreting particular results.