Kultura regionalna i jej wpływ na zachowania konsumentów
Regional culture and its impact on consumer behaviour

Summary/Abstract: Dialectical nature of globalization is expressed mainly in the fact that on the one hand, globalization leads to homogenization, on the other hand, to diversification of customer behaviour and shaping their own identity in the context of relationships with the region and the local community. The strength and nature of the impact of regional culture on consumer behaviour depends on the degree of its post-figurativness that is how much traditions are passed to absolute application. The article presents selected results realized by the CBOS research on the identification of the Poles with the local community, region, country and Europe. This study revealed the presence of the relationship between consumer behaviour and the way of self-identification of the Poles. Conditions for the development of consumption of regional products have also been shown in the two target groups consisting of residents of the region and tourists. This paper underlines also the importance of ethnographic museums, in promoting the culture of the region and its products.

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