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Ethnocentrism of Polish consumers as a result of the global economic crisis

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Abstract:

The current economic crisis has had an unprecedented scale and effect in the global economy. Changes occurring in the market do not leave consumer behaviour unchanged, but force consumers to make numerous decisions and changes in an attempt to adapt. This phenomenon has been under-researched, since the extent, the effect, and the global reach of the current economic crisis are unprecedented in the global economy. This study deals with the Polish market, which is representative of transitional economies, and shows how consumers have changed their behaviour in the market and how they have developed ethnocentric motivations because of the economic crisis. The results show that adaptation activities concerned with ethnocentric intent are only undertaken by consumers who view the influence of the economic crisis very negatively. Ethnocentric intent is typical for low and high involvement products as well as for relatively young, well educated, and wealthy consumers. In addition, the classic ethnocentric approach involves buying domestic products mainly for emotional or moral reasons. In this paper, the authors assume that consumers' ethnocentrism, caused by the economic crisis, is based mostly on economic motives: a feeling of responsibility for purchasing domestic products, and protection of the local labour market.

Keywords: CONSUMER ETHNOCENTRISM; ECONOMIC CRISIS; POLISH CONSUMERS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539211X589537

Publication date: June 1, 2011

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