CONSUMER ETHNOCENTRISM TOWARDS FASHION PRODUCTS

The subject of this paper is the analysis of consumer ethnocentrism with special reference to fashion products. The aim is to examine: whether consumers of fashion products in Serbia are ethnocentrically oriented; what they think about the price-quality ratio of domestic fashion products; whether they choose a domestic or a foreign fashion product, provided that their prices are equal; how often they ordered fashion products through (domestic, foreign) websites before and during the pandemic; and how often they bought fashion products promoted by (domestic, foreign) influencers before and during the COVID-19 pandemic. The empirical research was conducted in the period between March and June 2021, in the Republic of Serbia. The specificity of the research is reflected in the analysis of consumer ethnocentrism by consumer generational cohorts (ranging from Z to Baby Boomers) and by the amount of monthly income, all while considering the frequency of ordering fashion products through domestic and foreign websites before and during the pandemic, as well as the impact of domestic and foreign influencers on the frequency of purchasing the mentioned products in the observed periods. The results show that the greatest percentage of Generational cohort Z members believe that the prices of domestic fashion products correspond to the quality of products, in contrast to generational cohorts Y, X and Baby Boomers, the majority of whom believe that the prices are high in relation to the quality. Consumer ethnocentrism is most pronounced among the category of consumers with high income and among Baby Boomers.