Consumer Ethnocentrism in Generation Z: Alternative Insights Through the Lens of CEESCALE

INTRODUCTION: The paper focuses on the issue of consumer ethnocentrism, bringing a new perspective on possible measurement as well as intervention options. OBJECTIVES: The aim of the paper is threefold: (1) to point out the possibilities of alternative measurement of consumer ethnocentrism within generation Z, (2) to highlight the possible adaptation and modification of the tool, and (3) to explain the influence of key demographic factors on the measure of consumer ethnocentrism among generation Z. METHODS: From the point of view of the methodology, we use a range of statistical methods with an emphasis on exploratory methods such as network analysis, exploratory factor analysis, and raincloud plots, but also confirmation methods such as the Mann-Whitney test and Kruskal-Wallis test. RESULTS: The results indicate that CEESCALE is a suitable instrument for measuring consumer ethnocentrism in the studied cohort with adaptation within dimensionality. It is possible to state a low level of consumer ethnocentrism among Generation Z in Slovakia, while this level is influenced by place of residence but not by gender or region of residence. CONCLUSION: The results provide a re-management knowledge base for generating marketing, management, and business strategies to support domestic production.