Etnocentryczne postawy konsumentów w obliczu globalizacji konsumpcji
Ethnocentric Attitudes of Consumers in the Face of Consumption Globalisation

Summary/Abstract: An aim of the study is to characterise and analyse consumers’ behaviours determined by the image of the country of product origin, with a particular consideration of their ethnocentric attitudes. Based on the literature review and the published results of research, the author characterized the trends in consumers’ behaviours connected with impact of the effect of the country of origin as well as the motives and determinants of their ethnocentric attitudes. The author carried out a questionnaire based survey which confirmed the described tendencies on consumers’ behaviours connected with the country of origin of the product as well as indicated the existence of ethnocentric attitudes, especially as regards some groups of products. The practical implications of the study indicate the necessity to take into account the country of origin of the product in enterprises’ marketing activities; they also indicate which groups of products are perceived in a special way through the prism of the country of their origin ad sensitive to the consumers’ ethnocentrism. The study’s social dimension indicates that globalisation has not weakened relationships with the country, region and the local community, which are also manifested in consumers’ behaviours. The article is of the research nature.

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