Consumer Ethnocentrism in Polish Service Sector: A Study of Socio-demographic Determinants

The paper seeks to produce new research in the area of consumer ethnocentrism by investigating the construct in Polish service sector as this sector is characterized by a rapidly increasing internationalization trend. Consumer ethnocentrism has its roots in sociology and is about appropriateness, indeed morality, of purchasing foreign-made goods and services. Ethnocentric consumers are reluctant to make use of services provided by foreign companies, because of a sense of loyalty towards their home country and fear of harmful effects imports may have on their domestic economy situation. The study is intended to investigate the level of consumer ethnocentrism and relationship between consumer socio-demographic characteristics and ethnocentric tendencies in three Polish service markets (insurance, medical and airline). The key findings of the research revealed that consumer ethnocentric tendencies exist in analyzed service markets with varied level. With regard to socio-demographic factors, the results of the study confirmed in all three services markets the significant differences of education, place of living and assessment of the financial situation to consumer ethnocentric tendencies, contrary to gender an household size. In case of other socio-demographic factors different findings are reported in the three analyzed markets.