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Ethical Perceptions of Foreign Product Purchases Among Generation Z: The Impact of Patriotism, Ethnocentrism, and Worldmindedness

Author

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  • Čvirik Marián

    (University of Economics in Bratislava, Bratislava, Slovakia)

  • Cagáňová Dagmar

    (Newton University, Prague, Czech Republic)

Abstract

Background Understanding consumer levels of ethnocentrism, patriotism, and worldmindedness is crucial for marketers, as these factors influence consumer preferences, purchasing decisions, brand loyalty, and ultimately the domestic economy. Objectives This paper aims to examine patriotic and ethnocentric tendencies, assess worldmindedness, and explore the interrelations among these constructs within Generation Z in Slovakia. Methods/Approach Primary data were collected via a structured questionnaire among 301 Slovak Generation Z respondents. Data analysis included descriptive statistics, Pearson’s correlation with confidence intervals, and network analysis of 50 items across three validated instruments (CETSCALE, pseudopatriotism scale, and the Worldmindedness Scale). Reliability was assessed using McDonald’s ω, Cronbach’s α, and item-rest correlation. Results The findings reveal low levels of ethnocentrism and patriotism, but relatively high worldmindedness within the cohort. Conclusions These results suggest a growing openness of Generation Z to global values and foreign products, posing a challenge for domestic producers but creating potential for foreign exporters. As this cohort becomes a key economic force, businesses and policymakers must adapt to their global outlook when designing marketing and economic strategies.

Suggested Citation

  • Čvirik Marián & Cagáňová Dagmar, 2025. "Ethical Perceptions of Foreign Product Purchases Among Generation Z: The Impact of Patriotism, Ethnocentrism, and Worldmindedness," Business Systems Research, Sciendo, vol. 16(2), pages 198-218.
    • Handle: RePEc:bit:bsrysr:v:16:y:2025:i:2:p:198-218:n:1010
    DOI: 10.2478/bsrj-2025-0025
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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