The effect of consumer ethnocentrism levels on purchasing styles: The case of Libya

The main purpose of this study is to examine the effect of the ethnocentrism levels of consumers on their purchasing style. In addition, in the study, it was tried to determine whether consumers' ethnocentrism levels and their buying styles differ according to their demographic characteristics. When the literature is examined, although there are many studies in which the concepts of ethnocentrism and purchasing styles are studied separately, there is no study in which they take place together. It is thought that this study will contribute to the literature. According to the results of the research, it has been determined that consumers' ethnocentrism levels have a significant effect on the dimensions of purchasing style such as perfectionism, entertainment-pleasure focus, price focus and brand focus. Key Words: Libya, buying styles, ethnocentrism, consumer behavior