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Sociologija
2011, vol. 53, br. 1, str. 43-58
jezik rada: srpski
vrsta rada: izvorni naučni članak
doi:10.2298/SOC1101043M


Potrošački etnocentrizam građana Srbije
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresa: vmarinkovic@kg.ac.rs, nstanisic@kg.ac.rs, mkostic@kg.ac.rs

Sažetak

Potrošački etnocentrizam podrazumeva usmerenost potrošača na kupovinu domaćih, a ne uvoznih proizvoda, uz uverenje da su kupci inostranih proizvoda odgovorni za domaće ekonomske probleme, među kojima je najznačajnija nezaposlenost. U ovom radu su predstavljeni rezultati merenja stepena potrošačkog etnocentrizma na teritoriji Centralne Srbije, tačnije pet upravnih okruga (Šumadijskog, Pomoravskog, Rasinskog, Moravičkog i Raškog). Istraživanje je pokazalo umereni nivo etnocentričnosti potrošača, koji je veći u odnosu na period pre ekonomske krize, ali je i dalje na nivou etnocentričnosti u državama regiona (BiH, Hrvatska i Crna Gora). Analiza dobijenih rezultata po segmentima je pokazala da je potrošački entocentrizam izraženiji kod seoskog nego kod gradskog stanovništva, kod starijih nego kod mlađih ljudi i kod muškaraca nego kod žena. Uočena je i relativno visoka i značajna korelacija između stepena potrošačkog etnocentrizma, s jedne, i preferencija i ponašanja u kupovini, s druge strane.

Ključne reči

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