Consumer ethnocentrism shows a significant influence on consumer behavior and their purchase decision, which is why it is a frequent subject of study by many researchers. Consumer ethnocentrism can be defined as the tendency to buy and consume products of domestic origin as a result of love and care for one's country and to preserve the domestic economy. The degree of ethnocentricity of consumers differs with regard to their characteristics, primarily demographic and socio-psychological. With the rapid development of globalization and the disappearance of borders between countries, consumers encounter cultures different from their own, which can cause them to accept them, but also reject them. Equally, consumers come across products of foreign origin every day that represent a possible threat to domestic products and the economy. As a result, the country of origin is nowadays an increasingly common criterion for choosing a product when purchasing. Previously conducted research shows that young consumers generally do not pay attention to the country of origin, but attach greater importance to price and quality. This paper aims to provide an insight into the behavior of generation Z consumers and show their tendencies towards consumer ethnocentrism based on empirical research.