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

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.