The Impact of Demographic and Socio-Psychological Factors on Consumers Ethnocentric Tendencies in Croatia

The purpose of this paper is to determine the impact of demographic, socio-psychological factors and the intensity of ethnocentric tendencies among Croatian consumers that will lead to the conceptualization of consumers ethnocentric profile in Croatia. The research was conducted using the questionnaire method on a sample of 1000 respondents in Croatia. The resultswere processed using a multivariate statistic that is used for the factor and descriptive inferential statistical analysis. Statistics showed the causes of consumer ethnocentrism to be psychological,associated with the structure of consumer’s social environment which cannot develop in isolation but as part of a set of socio-psychological, economic,political and demographic influences. As a result, consumer’s ethnocentrism cannot be fully identified only assumed. Consumer’s ethnocentrism will depend on country, values, customs and behavioral patterns. The statistical analysis concluded regardless of gender the consumer who is expressing high ethnocentric tendencies would be older, less educated, with low income, highly religious and is dissatisfied with their life in Croatia.