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Demographic Determinants of Consumer Ethnocentrism on the Food Market in Poland

In: Eurasian Business Perspectives

Author

Listed:
  • Renata Nestorowicz

    (Poznan University of Economics and Business)

  • Anna Rogala

    (Poznan University of Economics and Business)

  • Ewa Jerzyk

    (Poznan University of Economics and Business)

  • Bogna Pilarczyk

    (Poznan University of Economics and Business)

Abstract

In the age of increasing globalization and more and more frequently observed xenophobic tendencies, the ethnocentric attitudes of consumers are getting more attention of researchers. The chapter presents demographic determinants of Polish consumers’ ethnocentric attitudes on the food market. In the second half of 2016, surveys were carried out among inhabitants of Polish cities, with the aim of determining ethnocentric attitudes toward Polish national food as well as Polish regional food. Direct structured interviews were conducted with respondents responsible for food purchases. The results obtained are representative for residents of Polish cities with over 50 thousand inhabitants. The analysis of determinants refers to both national and local type of ethnocentrism, but special attention is paid to the second one. The findings show which demographic determinants are most correlated with ethnocentric attitudes. The results obtained are presented in comparison with former studies. Moreover, the authors developed recommendations for adjusting the food producers’ marketing communication to the expectations of consumers representing various levels of ethnocentric attitudes.

Suggested Citation

  • Renata Nestorowicz & Anna Rogala & Ewa Jerzyk & Bogna Pilarczyk, 2020. "Demographic Determinants of Consumer Ethnocentrism on the Food Market in Poland," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Ahmet Faruk Aysan (ed.), Eurasian Business Perspectives, pages 251-260, Springer.
    • Handle: RePEc:spr:eurchp:978-3-030-40160-3_18
    DOI: 10.1007/978-3-030-40160-3_18
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