Özet:

Technological development factor not only contributed to the increase in production, but also decreased the interest of consumers in domestic products. This situation has led to the necessity of domestic enterprises to struggle with the global market. As a result of this necessity, the concepts of ethnocentrism and consumer ethnocentrism have emerged. Consumer ethnocentrism can be defined as the tendency of consumers to prefer domestic products and reject foreign products. For this reason, in our study, it was aimed to determine the ethnocentric tendency levels of athlete students who use sports products. The population of the research is Adıyaman University students, and the sample is Physical Education and Sports Highschool students. A total of 385 students participated in the research. Ethnocentric Tendency Scale for Sports Products, consisting of 17 items and a single sub-dimension, was used as a data collection tool in the study. Since there was no face-to-face education due to the conditions of the Covid-19 pandemic, the scale was presented to the student group online and was based on volunteerism. As a result, it was understood that the ethnocentric tendencies of the students participating in the research were low. It has been determined that these students prefer famous, foreign brands that have been in the consumer market for years instead of domestic products.

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