VALUES VERSUS ETHNOCENTRIC ATTITUDES OF CONSUMERS ON THE FOOD MARKET

Abstract. The purpose of the research, the results of which are presented in this paper, was to show the signifi cance, systems and hierarchy of values, as well as the relation of values with the ethnocentric attitudes of consumers. Among the most important values for consumers are: family, health and physical fi tness. The ethnocentric attitudes of the su-rveyed consumers were correlated with the values they believe in. Original materials from a questionnaire survey made by direct personal interviewing are used in this paper. The re-spondents were chosen by non-random quota sampling. The respondent group was made up of individuals responsible for household food provisions. The cultural and symbolic values occurred with similar frequency and signifi cance among the consumer groups formed by the criterion of ethnocentrism intensity. The approach to ethnocentrism was differentiated by traditional, national and custom values. The consumers with a higher ethnocentrism level declared a relatively higher signifi cance and attachment to Catholicism, traditionalism and patriotism. Key words: consumer ethnocentrism, attitudes, values, food marke