Ethnocentrism is a term that denotes the behavior of consumers towards domestic products and the tendency of people to pay great attention to their own culture, and show prejudice against other people's culture. The paper deals with the concept of ethnocentrism and the ethnocentrism of consumers and their behavior in buying vegetables. In order to check the intensity of ethnocentrism of Croatian consumers, a survey was conducted on 120 respondents in the area of Osijek and surrounding places, which includes the original scale for measuring ethnocentrism (Shimp and Sharma, 1987). Available information and data were processed using the methods of description and compilation, citing other people's views and conclusions. Through survey research and final results, we came to the conclusion that consumers are moderately to slightly ethnocentric towards home-grown vegetables. When it comes to foreign products, in this case foreign vegetables, consumers pay most attention to the negative effects of imports of foreign vegetables on employment in the Republic of Croatia and the survival of Croatian companies engaged in the production and sale of domestic vegetables. Ethnocentric consumers believe that buying foreign vegetables can cause job losses and harm the development of the domestic economy. In order to reduce the import of foreign vegetables, vegetable production needs to be expanded through education and modernization of vegetable production, which would give better quality of vegetables and more jobs.