Starting from the development and notion of ethnocentrism in the past, it is clear that ethnocentrism greatly affects globalization, in fact the global market. Marketing experts try to identify the wishes, needs and behavior of consumers, but it has become more difficult since Croatia had joined the European Union. It is now a part of much open and complex market. Such a larg market may lead to a concentration of products of foreign brands, so consumers enter into a moral dilemma. Will the purchase of foreign products harm the domestic economy? Numerous studies are contucted on the topic, in oreder to determine consumer behavior and their tendency choosing foreigne product over a domestic one. Ethnocentrism is a unique behavior of person who rejects everything that is culturally different, but also respresents the ability of a positive perception of own country and culture, accepting those who are culturally similar. With this research we get an insight into the purchasing habits of consumers of the city Županja, the sole influence of the consumer ethnocentrism and attitudes of the local population on buying foreign products. The aim of this study was to determine whether ethnocentrism among the population of the city Županja exists, to see if the percieve purchase of foreign products causes unemployment and whether to limit the import of foreign products on the Croatian market? Empirical research with 80 respondents from city of Županja was conducted. The questionnaire was based on the CETSCALE. The research results show very low level of consumer ethnocentrism among the population of the city Županja. Respondents also do not percieve that limiting imports of foreign products would increase employment rate. The positive perception of the influence of the purchase of domestic products in the development of the economy can serve as a basis for devising a new marketing strategies of local producers to local cosumers.