The aim of this article is to present the motivational factors of regional ethnocentrism. The conducted research examines the motivations behind regional ethnocentrism, including the support of the local environment, the perceived higher quality of regional products and the potential impact of regional products choices on sustainability. It identifies three consumer typologies: consumers who perceive high product quality and economic benefits but do not link regional choices to sustainability, highly engaged regional consumers with strong sustainability awareness, and quality-driven consumers with low ethnocentric tendencies. The results indicate that Generation Z's attitude towards regional ethnocentrism differs from an attitude towards traditional consumer ethnocentrism, as it is less driven by pro-intergroup motives and more by sustainability and moral considerations. The study highlights the need for further research on how economic conditions and individual factors influence on consumers' regional products purchasing behaviours.

The limited amount of research on collaborative consumption and its' different results suggest that the individual motivations for consumers' engagement are likely to be more complex and quite dissimilar to the motivation for participation in other social sharing initiatives. Except few studies on local community or environmental benefits, key motivators generating perceived utility for participants engaging in collaborative consumption were mostly connected with intrinsic benefits. In fact, researchers suggest that drivers for collaborative consumption seem to be broad and wideranging, from individual to social or even political ones. This study is a quantitative research on the influence of foregoing factors as components of perceived utility on collaborative consumption propensity.