Abstract:

In times of globalization the phenomenon of ethnocentrism is gaining interest among consumers who turn towards products produced and delivered by local producers. This phenomenon is particularly relevant to the food market. The main purpose of the paper is a to systemize major issues referring to the subject as well as to identify and analyze consumers’ behaviors in the light of consumer ethnocentrism and to determine its impact on buying decision process. The paper presents partial results of the survey on ethnocentric attitudes of selected consumers with regard to Polish sweets market in a local perspective.