ДА ЛИ СУ СОЦИО-КУЛТУРНИ ФАКТОРИ БИТНИ У КРЕИРАЊУ ОПШТЕГ НИВОА ПОТРОШАЧКОГ ЕТНОЦЕНТРИЗМА?
DOI:
https://doi.org/10.22190/TEME190702083KKljučne reči:
потрошачки етноцентризам, национални идентитет, културна отвореност, патриотизам, религиозност, анимозитетApstrakt
Циљ рада је процена утицаја одређених социо-културних фактора на потрошачки етноцентризам, као и мерење утицаја који потрошачки етноцентризам има на куповину домаћих производа. У том контексту, рад представља и тестира нови модел који садржи пет потенцијалних антецедената потрошачког етноцентризма (национални идентитет, културна отвореност, патриотизам, религиозност и анимозитет према Европској унији). Резултати показују да се патриотизам истиче као најјача антенцендента потрошачког етноцентризма. Занимљиво је да је студија потврдила статистички значајан и релативно снажан утицај анимозитета према Европској унији (ЕУ) на општи ниво потрошачког етноцентризма. С друге стране, културна отвореност не спада у групу статистички значајних покретача потрошачког етноцентризма. Оригиналност студије лежи у специфичној конструкцији модела истраживања, који је обојен социо-културним варијаблама – нарочито патриотизмом, религиозношћу и анимозитетом према ЕУ.
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