Etnocentryczne zachowania nabywcze miejskich srebrnych singli w Polsce
Ethnocentric buying behaviour of urban silver singles in Poland

Summary/Abstract: This article reports on empirical research and examines consumer ethnocentrism among urbansilver singles in Poland. Its primary aim is to identify the influence of consumer ethnocentrism onthe decision-making process of Polish single seniors. The first part explains the concept and essence of the consumer ethnocentrism trend. The next section focuses on the research conceptualisationand a description of the research sample and its characteristics. Based on the conducted research, thelast part attempts to define consumer behaviour that can be referred to as consumer ethnocentrismamong silver singles. The information collected at both stages of the research shows that ethnocentricattitudes among silver singles are most commonly exhibited in the food market, with their beingless visible when it comes to the purchase of non-food products. The strength of such attitudesdepends on the demographic and social characteristics of the respondents. Ethnocentric attitudesin consumer decisions are more often demonstrated by single men than senior women. Choosingdomestic products requires consumers to have some socio-economic knowledge that should allowthem to make informed purchase decisions in line with their preferences and feelings. Apart from thecognitive element, namely knowledge (including beliefs), however, what also matters in ethnocentricattitudes is psychological elements (affective – feelings) that remain in close relationship andharmony with the former element.

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