In the last few decades, particularly with the development of international trade and the growing degree of globalization, consumer ethnocentrism has increasingly occupied the attention of marketing experts in studying consumer behavior as the basis of all marketing activities. Consumer ethnocentrism has its roots from the early 20th century, as the sociological term ethnocentrism, established by Sumner. The term consumer ethnocentrism has been used since the second half of the 20th century, when many researchers and experts were trying to determine what are the factors that affect the purchase of domestic or foreign products, or what are the factors influencing consumer ethnocentrism. A turning point in the development of empirical research is the creation of CETSCALE, an internationally recognized instrument for measuring the ethnocentric tendencies of respondents. CETSCALE was also used in this paper. This paper consists of two basic parts, a theoretical and an empirical part. The theoretical part illustrates the historical cross-section of the emergence of the concept of ethnocentrism and the most important research in this area. Special attention is paid to the influence of demographic and socio-psychological variables on consumer ethnocentrism. As part of the empirical part of this paper, a study was conducted on a sample of 604 respondents from Split, ranging from 24 up to 40 years. The survey questionnaire examined consumer ethnocentrism - CETSCALE, demographic characteristics of respondents and some of socio-psychological characteristics related to travel abroad and five statements related to patriotism.