Uwarunkowania etnocentryzmu konsumenckiego przedstawicieli pokolenia Z w ujęciu regionalnym

Celem artykułu jest zaprezentowanie czynników motywacji etnocentryzmu regionalnego. W badaniu przeanalizowano motywy stojące za etnocentryzmem regionalnym, w tym wsparcie lokalnego otoczenia, postrzeganą wyższą jakość produktów regionalnych oraz postrzegany wpływ wyboru produktów regionalnych na zrównoważony rozwój. Zidentyfikowano trzy grupy konsumentów: osoby dostrzegające wysoką jakość produktów i korzyści ekonomiczne, ale niełączące wyborów regionalnych ze zrównoważonym rozwojem, silnie zaangażowanych konsumentów regionalnych z wysoką świadomością ekologiczną oraz konsumentów kierujących się przede wszystkim jakością produktów, wykazujących niski poziom etnocentryzmu. Wyniki dowodzą, że podejście pokolenia Z do etnocentryzmu regionalnego różni się od podejścia do tradycyjnego etnocentryzmu konsumenckiego, ponieważ jest mniej napędzane motywami prowewnątrzgrupowymi, a bardziej zrównoważonym rozwojem i względami moralnymi. Badanie podkreśla potrzebę dalszych analiz nad wpływem uwarunkowań gospodarczych oraz czynników indywidualnych na zachowania zakupowe w odniesieniu do produktów regionalnych.

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