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Ekonomski horizonti
2017, vol. 19, br. 1, str. 3-15
jezik rada: srpski, engleski
izvorni naučni članak
doi:10.5937/ekonhor1701003M


Efekti animoziteta prema Evropskoj Uniji i patriotizma na potrošački etnocentrizam građana Republike Srbije
Univerzitet u Kragujevcu, Ekonomski fakultet

Sažetak

Ekonomske, političke i militarističke tenzije među državama prisutne su širom sveta. Pojačanoj nestabilnosti svetske ekonomije doprinosi i razorno dejstvo Globalne finansijske krize. Stiče se utisak da poslednjih godina među mnogim nacijama jača stepen patriotizma i nacionalizma, ali i animoziteta prema ekonomskoj ili vojnoj politici drugih zemalja. Upravo postojeća situacija u svetu je pogodna za usmeravanje građana ka kupovini domaćih proizvoda. Ovakva politika može biti korisna u slučaju manje razvijenih, uvozno orijentisanih ekonomija. Shodno navedenom, u uslovima ekonomske krize, na značaju dobijaju istraživanja potrošačkog etnocentrizma. U radu su testirani uticaji patriotizma građana Republike Srbije i animoziteta prema Evropskoj uniji na potrošački etnocentrizam. Rezultati su pokazali da se obe varijable ističu kao statistički značajne antecedente potrošačkog etnocentrizma, s tim što patriotizam ima jači uticaj na usmerenost potrošača ka kupovini domaćih proizvoda. Istraživački nalazi ukazuju da ljubav prema svojoj zemlji može preusmeriti izbor potrošača ka domaćim brendovima, uprkos pozitivnom imidžu i visokom kvalitetu inostranih brendova. Dodatno, zbog antipatije koju građani osećaju prema ekonomskoj politici Evropske unije, deo njih se može odlučiti za kupovinu manje kvalitetnih domaćih proizvoda, i pored činjenice da ovakvo ponašanje ne utiče negativno na sam stav o inostranim proizvodima.

Ključne reči

potrošački etnocentrizam; patriotizam; animozitet; kupovina domaćih proizvoda; konfirmativna faktorska analiza; model strukturalnih jednačina

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