The notion of ethnocentrism has been researched by numerous authors with the intention of defining it. Most authors describe it as being more favorable attitudes towards their own ethnic group, in relation to other people's ethnic group, as well as basic psychological term. Ethnocentric individuals are defined so as to evaluate different culture based on the values and standards of their own culture. In the field of sociology and psychology the concept of consumer ethnocentrism as economic form originated, and has been a burning topic in recent times. In the marketing literature the term consumer ethnocentrism is mentioned as a concept in which consumers believe in the superiority of the products of their own country; domestic products. Ethnocentric behavior i.e. level of consumer ethnocentrism is not identical, and can significantly vary from one region to another. In regards to that researches have been conducted in many parts of the world with purpose of assessment for the impact of consumer ethnocentrism on the buying behavior of consumers, which is crucial for marketers when selling products to new markets. The purpose of this study was to investigate the relationships between variables that shape and define ethnocentric behavior and consumer ethnocentrism. A number of factors affect the level of consumer ethnocentrism, such as economic and political conditions, then socio-psychological characteristics and demographic characteristics, and all of them were tested during the development of this final work. Thus, it was confirmed that cosmopolitanism, search for diversity and unique products positively affect consumers ethnocentrism. Animosity towards foreign products has a negative affect towards consumers behavior, and pronounced national identity is in negative correlation with purchase of foreign products. Demographic characteristics that were examined in this study were age, gender and income rate. The greatest level of ethnocentrism is present within the oldest group of subjects, as well as with female subjects group. Comparing the amount of income and the level of ethnocentrism the highest recorded level of ethnocentrism is within the group of people with an average household income.