ПОТРОШАЧКИ ЕТНОЦЕНТРИЗАМ МОДНИХ ПРОИЗВОДА
DOI:
https://doi.org/10.22190/TEME230313006KKljučne reči:
потрошачки етноцентризам, модни производи, домаћи производи, генерацијске кохорте, пандемија COVID-19Apstrakt
Предмет рада је анализа потрошачког етноцентризма с посебним освртом на модне производе. Циљ је да се испита: да ли су потрошачи модних производа у Србији етноцентрички оријентисани; шта мисле о односу цене и квалитета домаћих модних производа; да ли би одабрали домаћи или страни модни производ под условом да су им цене једнаке; колико су учестало наручивали модне производе преко (домаћих, страних) сајтова пре и током пандемије; као и колико су учестало куповали модне производе које промовишу (домаћи, страни) инфлуенсери пре и током пандемије COVID-19. Емпиријско истраживање је спроведено између марта и јуна 2021. године, у Републици Србији. Специфичност истраживања се огледа у анализи потрошачког етноцентризма према генерацијским кохортама (укључујући све од генерацијске кохорте З до Бејби бумера) и према висини месечних примања, уз разматрање учесталости наручивања модних производа преко домаћих и страних сајтова пре и током пандемије, као и утицаја домаћих и страних инфлуенсера на учесталост куповине поменутих производа у посматраним периодима. Резултати показују да генерацијска кохорта З у највећем проценту сматра да цене домаћих модних производа одговарају квалитету, за разлику од генерацијских кохорта Y, X и Бејби бумера чији припадници у већини сматрају да су цене високе у односу на квалитет. Најизраженији је потрошачки етноцентризам код категорије потрошача са високим примањима и код Бејби бумера.
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