Consumer Ethnocentrism and Attitudes towards the Domestic and Foreign-Made Dietary Supplements (the Case of Lithuanian Market)

Ingrida Šmaižienė; Rimgailė Vaitkienė

doi:10.7250/eb.2014.025

Consumer Ethnocentrism and Attitudes towards the Domestic and Foreign-Made Dietary Supplements (the Case of Lithuanian Market)

Authors

Ingrida Šmaižienė Kaunas University of Technology
Rimgailė Vaitkienė Kaunas University of Technology

DOI:

https://doi.org/10.7250/eb.2014.025

Keywords:

Consumer behaviour, consumer ethnocentrism, country-of-origin, dietary supplements.

Abstract

The paper aims to disclose the relationship between the consumer ethnocentrism and consumer attitudes towards the domestic and foreign-made dietary supplements in the market of Lithuania. The research data have been obtained by using the survey of consumers.
The data collected during the research disclose the level of consumers’ ethnocentrism in the Lithuanian market as well as coherence of consumer ethnocentrism to the perceived quality, safety to use and price of national and imported dietary supplements. The article reveals how the factors influencing the choice of dietary supplements vary in consumers’ groups with different level of ethnocentrism.

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