Milan Kostić, Nenad Stanišić, Veljko Marinković

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The aim of this study is to assess the impact of certain socio-cultural factors on consumer ethnocentrism, as well as to measure the impact of consumer ethnocentrism on the purchase of domestic products. In this context, the paper presents and tests a new model that contains five potential antecedents of consumer ethnocentrism (national identity, cultural openness, patriotism, religiosity, animosity towards the European Union). The results indicate that patriotism stands out as the strongest antecedent of consumer ethnocentrism. Interestingly, the study confirmed the statistically significant and relatively strong impact of animosity towards the European Union (EU) on the general level of consumer ethnocentrism. On the other hand, cultural openness does not belong to the group of statistically significant drivers of consumer ethnocentrism. The originality of the study lies in the specific construction of the research model, which is coloured with sociocultural variables - especially patriotism, religiosity and animosity towards the EU.


consumer ethnocentrism, national identity, cultural openness, patriotism, religiosity, animosity.

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