Ethnocentrism is the means by which an individual constructs his own identity. It is closely related to the culture of each individual society, customs, language, religion. The basic aim of this paper was to identify the notion of ethnocentrism, what are the habits of consumers and their basic attitude in the context of ethnocentrism, and the attitude of consumers towards foreign and domestic products. The higher the tendency to buy local products, the higher the level of ethnocentrism. The research was conducted to establish the extent to which ethnocentrism influences consumer attitudes in Eastern Croatia. The survey method was used for the purposes of the survey, in other words the survey was conducted through an online survey and a personal survey of the respondents. The survey was made by using Google Forms and Microsoft Word. The questionnaire was made of two parts. The first part lists demographic characteristics,apropos gender, while place of residence, level of education, monthly income, and current status of respondents, apropos whether they are employed, unemployed, retired or students. The second part refers to CETSCALE scale, which is used to measure consumer ethnocentrism. Based on the results, it can be concluded that the majority of respondents are more inclined to buy domestic products, regardless that they buy foreign products, and consider that is fine. Also, most respondents believe that only those products that cannot be produced in the domestic country, in this case in Croatia, should be imported.