Etnocentrizam među potrošačima u odabranim zemljama srednje Europe

Abstract

By employing surveys, this paper aims to conduct a cross-national comparison of ethnocentric behaviour in three neighbouring countries in the Central European region. The level of ethnocentrism, expressed by a reduced CETSCALE, is measured and assessed using six demographic indicators and four products. Responses to the reduced CETSCALE show that Polish respondents are more ethnocentric than Czech and Slovak respondents and that Slovak respondents are more ethnocentric than Czech respondents. However, only the differences between Czechia and Slovakia, and between Czechia and Poland are statistically significant. The strongest level of ethnocentrism among Poles is also evident when analysing consumer opinions on the four selected products. As far as possible differences in the ethnocentric consumer behaviour of the population are concerned, the analysis revealed that age and permanent residence in the three selected countries are discriminating factors. The study is original in that it combines two levels of investigation and examines three neighbouring countries simultaneously.