Consumer Buying Behavior

The study examines the phenomenon of national identity and economic ethnocentrism in consumer buying behavior. Analysis of data collected from a representative sample of adult Slovenian consumers reveals only moderately expressed ethnocentric tendencies. Similar moderation was revealed in the preferences of Slovenian consumers for patriotic purchasing behavior, whereby the domestic origin of products was more important in the case of nondurable goods and services than in the case of durable goods. Consumers evaluated various characteristics of products made in the EU more favorably relative to those made in Slovenia.