Consumer ethnocentrism in transitional economies: Evidence from Serbia

Abstract

This paper explores consumer ethnocentrism of young people among student population in the Republic of Serbia. The aim of the research is to examine whether there has been a growth in the level of consumer ethnocentrism among young people in Serbia given the increasingly adverse demographic and economic situation as well exceptional political turbulences in the country. The research was conducted by surveying students at the University of Belgrade by applying the CETSCALE and factor analysis techniques. The obtained values of the CETSCALE indicate that consumer ethnocentrism is within the limits of moderate, but it shows a slight increasing trend compared to the previous research. Three sets of factors are recognized: ethical ethnocentrism, economic patriotism and radical consumer ethnocentrism. The factors indicate that different intertwined motives influence young people's choice to buy local products. Preferences of young Serbian towards buying local products are the result of socio-economic environment, as well as a current political climate in Serbia.

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