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

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.