Typologies of contemporary ethnocentric consumers in a globalized marketplace

This study explores consumer ethnocentrism in the context of a globalized economy, reflecting on broader societal and marketplace shifts. Focusing on the Czech Republic as a case study, it employs a mixed-methods approach that integrates media discourse analysis of Czech press narratives with cluster analysis derived from data mining techniques. The research study identifies five distinct typologies of ethnocentric consumers, i.e. Ethno-Responsible Shoppers, Ethno-Quality Seekers, Ethno-Style Oriented, Ethno-Practical Shoppers, and Ethno-Heritage Explorers. These typologies reflect varying engagements with national, economic, social, political, cultural, moral, historical, and environmental discourses. This empirical study advances theoretical understanding by highlighting the interplay between macro-level media narratives and individual ethnocentric consumption patterns. Furthermore, the findings provide valuable insights for marketers and policymakers, identifying key characteristics of contemporary ethnocentric consumers. These insights can inform predictive marketing strategies, content creation, and alignment of policies and marketing campaigns.