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Ethnocentrism of Slovak consumers in Relation to Sustainable Products

Slovak consumers have changed in the last decade. Their consumer behaviour has been heavily influenced by EU marketing campaigns aimed at consumer environmental literacy, as well as by government authorities aimed at increasing the share of domestic production on store shelves. The aim of this study is to analyse results of representative marketing research that relate to the consumer behaviour of Slovak consumers when shopping in general and also shopping for Slovak products. One of the goals of the research was also to verify the functioning and effectiveness of those business strategies that emphasize environmental values and the sustainability of production. The results have shown the environmental values that companies have adopted and the goals that they have incorporated into their strategies are bearing fruit. It turns out that Slovak consumers, and this applies to all generations of consumers, have realized in the last 10 years the need to take environmental criteria into account when buying products and are of the opinion that Slovak products are less harmful to the environment than foreign ones.