The Impacts of Ethnocentrism on Consumers' Evaluation Processes and Willingness to Buy Domestic vs. Imported Goods in the Case of Bosnia and Herzegovina

Shimp and Sharma (1987) have coined the term “consumer ethnocentric tendencies” to describe beliefs held by consumers regarding the appropriateness and morality of purchasing foreign-made products. Studies of consumer ethnocentrism generally have found that ethnocentric tendencies are inversely related to willingness to purchase imports. The central hypothesis of this study was that in the case of B&H, consumer ethnocentrism is positively related to willingness to buy domestic goods versus goods imported from the most important trade partners of B&H (Croatia, Serbia and European Union). The results of our analysis have confirmed previously established findings on the positive relation between consumer ethnocentric tendencies and willingness to buy domestic goods.