Consumer behaviour is a complex and dynamic process which is influenced by various and different factors. Related to culture, one of the factors influencing consumers is ethnocentrism. Ethnocentrism is a term which can be defined as negative attitude towards foreign cultures and promotion of domestic culture, or favouring domestic product and expressing negative opinions towards foreign products. In today’s world where the process of globalisation is getting faster and existence of market boundaries between countries is becoming smaller, that influences growing ethnocentrism in individual consumers. Consumers today are facing with the cultures which are different from theirs. Therefore country of origin is becoming a very important attribute of products. Various reactions on different cultures have been noted. Previous research have shown a high level of ethnocentrism in senior consumers and lower educated market segment, thus the goal of this is to conduct research od ethnocentrism in young Croatian consumers.