CONSUMER ETHNOCENTRISM IN THE CONTEXT OF GENDER AND EDUCATION - PRELIMINARY FINDINGS
CONSUMER ETHNOCENTRISM IN THE CONTEXT OF GENDER AND EDUCATION - PRELIMINARY FINDINGS

Summary/Abstract: Consumer ethnocentrism represents the consumers´ beliefs about the appropriateness, indeed morality, of purchasing foreign made products. Ethnocentric consumers consider purchasing foreign products to be a bad act in view of the impact on the domestic economy. The aim of the contribution is to compare consumer ethnocentrism in terms of gender and consumer education (secondary and university education). The research sample consisted of 160 respondents, namely 95 women and 65 men aged 18-65 (m = 35,621, SD = 2,578). For the research purposes, the Consumer Ethnocentric Tendencies Scale (CETSCALE) 1 was used to determine the level of consumer ethnocentrism. Research results were processed using statistical program IBM SPSS 20.00 Statistics. Using Two- way Analysis of Variances were not found statistically significant differences in the secondary and higher education of respondents. Statistically significant differences were not found between men and women in the level of consumer ethnocentrism.

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