The Model of Determinants of Consumer Ethnocentrism as a Tool of Marketing Management

The article focuses on the issue of consumer ethnocentrism from the perspective of its determinants. The aim of the presented article is to generate a theoretical model of the determinants of consumer ethnocentrism. Based on the professional literature, we identified potential determinants, which we subsequently systematized and created a model. This model represents two key elements, namely the consumer himself and the home country. In total, we identified eleven determinants that act on the consumer and two determinants operating within the country effect that generate ethnocentric tendencies of consumers. The article forms an important basis for future research when it would be appropriate to verify the model on the basis of extensive primary research. The model serves as a foundation for further research, as it displays and systematizes the determinants in a comprehensive manner, thereby facilitating structured empirical investigation. The main limit can be considered the orientation toward secondary research. The results can be applied in marketing and management practice when effective marketing communication and marketing strategies can be created based on the application of the model.