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EMAC 2024 Annual


Generation Y of transitional economy: Branded consumer ethnocentrism
(A2024-119403)

Published: May 28, 2024

AUTHORS

Barbora Vaculová, Prague University of Economics and Business; Jana Kovářová, Prague University of Economics and Business

ABSTRACT

Using consumer ethnocentrism phenomenon as a framework in the context of transitional economy as a social value and status symbol, it explores what drives Gen-Y consumers purchasing behavior toward Czech products and the role social media play in their ethnocentric consumption. Through mixed methods, the study analyzes the TGI dataset using 36 items regarding the goods or brand origin, consumer decision-making factors, purchasing habits and attitudes toward the Internet. The statistical analyses provided 6 market segments. The most relevant one to the research questions is further analyzed on the sample of 2,106 consumers. Semi-structured interviews, also extending to social media and providing insight into the interplay between tradition and transformation of Gen-Y, reveal contradictions between stated consumers’ preferences in the TGI dataset and underlying reasons for them – rather than origin or nationalism, emotional connections significantly impact consumer choices of local goods.