Demographic Determinants of Consumer Ethnocentrism on the Food Market in Poland

Renata Nestorowicz , Anna Rogala , Ewa Jerzyk , Bogna Pilarczyk

Abstract

In the age of increasing globalization and more and more frequently observed xenophobic tendencies, the ethnocentric attitudes of consumers are getting more attention of researchers. The chapter presents demographic determinants of Polish consumers’ ethnocentric attitudes on the food market. In the second half of 2016, surveys were carried out among inhabitants of Polish cities, with the aim of determining ethnocentric attitudes toward Polish national food as well as Polish regional food. Direct structured interviews were conducted with respondents responsible for food purchases. The results obtained are representative for residents of Polish cities with over 50 thousand inhabitants. The analysis of determinants refers to both national and local type of ethnocentrism, but special attention is paid to the second one. The findings show which demographic determinants are most correlated with ethnocentric attitudes. The results obtained are presented in comparison with former studies. Moreover, the authors developed recommendations for adjusting the food producers’ marketing communication to the expectations of consumers representing various levels of ethnocentric attitudes.
Author Renata Nestorowicz (WZ / KSM)
Renata Nestorowicz,,
- Department of Marketing Strategies
, Anna Rogala (WZ / KSM)
Anna Rogala,,
- Department of Marketing Strategies
, Ewa Jerzyk (WZ / KSM)
Ewa Jerzyk,,
- Department of Marketing Strategies
, Bogna Pilarczyk (WZ / KSM)
Bogna Pilarczyk,,
- Department of Marketing Strategies
Pages251-260
Publication size in sheets0.5
Book Bilgin Mehmet Huseyin, Danis Hakan, Demir Ender, Aysan Ahmet Faruk (eds.): Eurasian Business Perspectives. Proceedings of the 23rd Eurasia Business and Economics Society Conference, Eurasian Studies in Business and Economics, vol. 13/2, 2020, Springer, ISBN 978-3-030-40160-3, 321 p., DOI:10.1007/978-3-030-40160-3
Keywords in Polishdeterminanty etnocentryzmu konsumenckiego, rynek żywności, żywność lokalna
Keywords in Englishdeterminants of consumer ethnocentrism, food market, local food
DOIDOI:10.1007/978-3-030-40160-3_18
URL https://link.springer.com/chapter/10.1007/978-3-030-40160-3_18
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 04-02-2021, ChapterFromConference
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