Exploring the Impact of Consumer Ethnocentrism on Decision Making Process Across the Product Categories

The purpose of this study is to explore the impact of consumer ethnocentrism on decision making process across the product categories. Results are derived from primary data collected from a consumer sample in Bosnia and Herzegovina. Structural equitation modeling method was used to test the propositions. The empirical results have provided the conclusion that consumer ethnocentrism has a positive impact on consumers’ attitudes, beliefs and intentions. Purchase behavior is influenced by consumer ethnocentrism for two of the three product categories studied.