| Abstract [eng] |
For a long time consumer ethnocentrism has been important and identified as a positive approach to products of local origin. With the changing environment, there is a need to carry out new studies of consumer ethnocentrism, which would cover individual items or their groups. The scientific literature is abundant with descriptive models of consumer ethnocentrism, but there is a lack of structured study models, which would reflect not only results of fundamental factors, but the results of intermediate factors as well. This master thesis seeks to answer the basic question of the research: how to determine the factors, influencing consumer ethnocentrism in respect of specific goods, what is seen as a scientific problem, a relevant area for a new research. |
