| Summary: | Consumer ethnocentrism implies the consumers’ orientation to the purchasing of domestic goods, disapproval of purchasing of foreign goods, and the attitude that the buyers of foreign goods are responsible for domestic economic problems and unemployment. This paper presents the results of measurement of consumer ethnocentrism in Central Serbia, five administrative districts precisely (Šumadijski, Pomoravski, Rasinski, Moravički, and Raški). Results show the moderate level of consumer ethnocentrism, which is now higher than before economic crisis, but still at the same level as the ethnocentrism in other counties of the region (B&H, Croatia, and Montenegro). At the segment level, consumer ethnocentrism is higher among rural, older and male population. Results also display the high and statistically significant correlation between level of consumer ethnocentrism, on one side, and consumer’s preferences and behavior, on the other.
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