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.